The Bearded Family Returns With Their Motor Runnin'

The second installment of the Halfords Keep On Rollin’ campaign launches this week. The bearded family return, this time with their motor running. . 

Mother created the new campaign that brings together the UK’s transport factions by highlighting their mutual love of the open road. Cyclists and motorists unite as they embark on an epic adventure across Britain.

Keep On Rollin’ is an expression of Halfords’ belief in ‘living life on the move’, and enabling their customers to pursue their passions – be they two or four wheeled - with market leading prices and customer service. Keep On Rollin’ expresses the joy of cycling and driving at their most emotional and aspirational: the draw of the open road; the spirit of adventure; the sense of freedom.

Drawing on references to classic road movies the ads show how even the most British of trips can provide a sense of adventure that leaves the driver transformed and feeling free. Each trip begins with a helping hand from Halfords as our heroes make their way out onto the open idylls of the British countryside. But before long we see both them and the landscape transform into a world that’s more Easy Rider than Tunbridge Wells. And in drawing on pop culture’s most archetypal depictions of the joy of life on the move, Keep On Rollin’ expresses Halfords mantra of ‘for your life on the move’ in a fun, emotive way. 

Paddy Fraser, Creative Director at Mother said: “It's in all of us. The desire to feel the wind in our hair. With Keep On Rollin' we hope to awaken everyone's inner road-tripper. So fill your glove box with de-icer, set your satnav to Freedom, and turn up the Thunder. Because life is like an open road. An open A road to Congleton."

Caroline Michel, Halfords Head of Advertising and Digital Media said: “This summer we wanted to create a campaign that celebrated the joys of cycling and driving at their most emotional and aspirational. We also wanted something that would create real talkability, and in this entertaining and engaging creative we feel Mother have really delivered.”

Credits

Prod Co.: Blink

Director: Bjoern Ruehmann

Prod Co Producer: Sam Levene

Sound designer: Sam Robson @ 750mph

Editor: Paul Hardcastle @ Trim

Post production house: Electric Theatre Collective