We don’t tend to see so much straight advertising from Dentsu Creative these days, but here they are with a mainstream new platform for retailer Halfords, letting us know that the business has evolved beyond cars and bikes to cover pretty much anything to do with wheels.
“For All Wheelkind” shifts the focus from Halfords’ products to its customers, showcasing the different ways cars, bikes and wheels are part of everyday British life. Halfords will also sponsor “High-Stakes Drama” on ITVX, which covers popular thrillers, crime and psychological drama series like Trigger Point, Red Eye and Code of Silence.
Dan Daly, group marketing director at Halfords, said: “‘For All Wheelkind’ allows us to move beyond a category-led conversation about products and services and build a more relevant, emotional relationship with the people who rely on us every day… It puts customers and colleagues at the centre… to make Halfords’ expertise and solutions feel more accessible, while building a bigger emotional role for the brand.”
Matt Searle, executive creative director at Dentsu Creative UK, said: “There’s no such thing as a typical Halfords customer. Some people love their wheels, some barely think about them until something goes wrong, and some hear one strange noise and immediately fear financial ruin. That was the fun of this idea. It’s warm, properly populist and gives us a big creative platform we can have a lot of fun with.”
It’s a solid effort that makes its point, and introduces a catchline that sums the whole thing up nicely.
MAA creative scale: 7
