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KITT, David Hasselhoff's intelligent Pontiac Trans Am from the 1980s US drama Knight Rider, is to make a TV comeback in an ad campaign for the car repair firm Kwik-Fit.
The TV campaign, which Kwik-Fit said is about showing that it does "so much more than just tyres and exhausts", features the once unstoppable KITT getting a buffing while minus a wheel in a repair shop.
KITT's voice provided, as in the original series, by William Daniels. The campaign, by ad agency DDB London, breaks on Monday night.
"Kwik-Fit offer so much more than just tyres and exhausts and this campaign is all about getting this across in an entertaining way and building on the brand's history of creating memorable advertising," said Matt Delahunty, account director at DDB.
Knight Rider was revived by the US network NBC in 2008 with Val Kilmer providing the voice of KITT, but lasted only one series. The new show was broadcast in the UK by Channel Five last year.
Hasselhoff, who played Michael Knight in the TV series, has appeared in a number of UK TV ad campaigns.
Tiscali used the former Baywatch star as the "king of the internet", after it was found he was the most searched-for celebrity on the internet, in a multi-million pound campaign in 2006.
In 2004 he appeared in a TV campaign for BSkyB with the now deceased EastEnders actor Mike Reid as part of its "odd couples" campaign to promote Sky+. |
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