Kwik Fit partners with Channel 4 for new family entertainment series

Channel 4 has launched a new branded entertainment series, Changing Lanes, with Kwik Fit. The two-part series follows four creator families as they change cars and step into each other’s worlds. The partnership marks Kwik Fit’s first branded entertainment collaboration with a major broadcaster.

Across the series, produced by Bango Studios, four creator families arrive at a Kwik Fit centre to leave their cars for an MOT. But rather than simply getting their own keys back, each family picks up a new car and then sets off to experience the kind of day out another family loves. The result takes them on a variety of activities/, as each family gets a glimpse into a completely different way of spending time together. They eventually return to Kwik Fit to meet the other family, swap stories and reveal what they discovered along the way.

The series builds on Kwik Fit’s broader ambition to create more positive, human moments around everyday car care. Changing Lanes focusses on Kwik Fit customers’ stories and their everyday experiences as car owners. It aims to raise awareness and consideration of Kwik Fit among new families, while building a warmer, more emotional connection with the brand.  

WPP Media’s Sports and Entertainment team led the partnership, with WPP Media’s EssenceMediacom UK handling media planning and buying. 

The series comprises two long-form episodes that will run on Channel 4’s YouTube channel, supported by short-form content across Channel 4’s Instagram, Facebook, TikTok and YouTube Shorts channels, alongside a TV promo on Channel 4 Streaming and Ad Pause activity.

Thomas Gentle, Head of Retail Marketing at KwikFit said:

“At Kwik Fit, caring for customers goes beyond what happens in our centres. This new series with Channel 4 helps us shine a light on real family experiences and celebrate the trips where families share quality time together. The stories remind drivers across Britain that Kwik Fit is here to help keep their cars running at their best on every journey, whatever they are driving and wherever they are heading.”

Samantha Hicks, Head of Advertiser Strategy, Channel 4 said:

“The best branded entertainment earns people’s attention by giving them something they genuinely want to watch. Changing Lanes does that through a simple, playful idea and the natural chemistry of real families. We’re delighted to help Kwik Fit tell its customers’ stories, shining a spotlight on their experiences as car owners and the role their cars play in family life.” 

Neesha Taneja, VP, Sports & Entertainment at WPP Media said:

“Emotional connection plays a vital role in building brands for the long term, and this partnership gives Kwik Fit a fresh way to do that, using an entertaining format that feels relevant and authentic to its audiences. It has been genuinely rewarding to work alongside Channel 4 to bring the Kwik Fit brand to life through warm, relatable storytelling, raising awareness of the brand in a light-hearted way.”