New client, Chips Away, the UK based franchise operator specialising in minor repairs to scratches and dents, approached us to develop a new through the line advertising campaign.

In a total new look and tone-of-voice we wanted to step away from the traditional image of the repair guy rubbing down panels and getting the spray gun out. Instead, we wanted to tap into that ‘Oh f**k’ emotion of when you damage your pride and joy. And how when you tell people, there’s always a reason for why it happened. Never your fault obviously.


We created a new strategic positioning: ‘Like it never happened’ to stress the nature of their business and developed this across press, poster, DM and TV. The campaign communicates that no matter how elaborate the excuses drivers give for prangs and bumps, Chips Away just fix it and never judge.

The TV ad was created through Birmingham based Koala.

  • Creative Elwell & Harrison
  • Art Direction Lee Bryan
  • TV Production Koala