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Advertising GPS Garmin

Comedian Joe Wilkinson gives Garmin a weird sense of direction in UK roadtrip skit


By John McCarthy, Opinion Editor

July 21, 2017 | 3 min read

Joe Wilkinson, a bizarre UK comedian, has fronted a campaign for technology company Garmin, promoting its GPS with a strange and impulsive hunt for the UK's largest Scotch Egg.

Garmin Wilkinson

Wilkinson ignites a passion for Scotch Eggs

'The Road Trip' ad sees the comedian initiate a 14-hour drive in pursuit of a minor oddity, the biggest Scotch Egg in the UK. Along the way he picks up a cavalcade of odd and silent companions who may or may not even exist.

A 4 minute cut of the movie (above) is hosted on a dedicated microsite, meanwhile a shorter cut will be distributed on social.

Wilkinson said: "For some reason Garmin paid for me and my idiot half brother to visit the UK’s biggest scotch egg. It took us 14 hours to drive there and they filmed the whole trip. Even though the whole thing was a debacle, they still hope that it will encourage people to get out and about more... stranger things have happened?"

On hatching such a bizarre campaign, Jon Oliver, Garmin UK managing director, said: "We believe Joe's witty and wry edge will help cut through what at times is seen as a pretty dry and mature market. We wanted to challenge ourselves to produce content unlike anything we’ve ever made before to stand out and show that not only do we make great products but Garmin also has a personality to appeal to new and existing audiences, from young drivers to working families and beyond.

"Through our content, which we will create in collaboration with Joe, we hope to encourage people to explore what the UK and Ireland has to offer, using our products to both guide them safely to locations and then make the most of their experiences once they've arrived."

Wilkinson will work with the brand on a second video later in the year to coincide with new driving test legislation.

The campaign was delivered by Avalon Entertainment, Tangerine Communications, JAA, Boardwalk Studio and Beautiful Productions.

Vote for it in The Drum's Creative Works below.

Garmin: advert-top-1 by Tangerine Pr

By Garmin

Overall Rating 4/5

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