New campaign introduces mysterious ‘SuperChips’ character before revealing the real heroes are ChipsAway’s specialists
ChipsAway has launched a bold new AI-generated short film campaign featuring a mysterious superhero-style figure – “SuperChips”, created entirely using artificial intelligence, to make one simple point: When it comes to repairing your car properly, nothing beats real expertise.
The fun and self-aware campaign sees the fictional “SuperChips” character appear out of nowhere to dramatically repair a scuffed car using magical AI-style powers, before vanishing just as quickly as he arrived. But the punchline quickly follows:
“You don’t need magic or AI to repair a scuff properly. You just need ChipsAway.”
The campaign was created as a playful response to the growing conversation around AI across marketing, creativity and everyday life. Ironically, while the entire film itself was generated using AI tools, the message at the heart of the campaign is firmly human. “AI is impressive. But craftsmanship still matters.”
Rather than positioning itself against technology, ChipsAway says the campaign is intended to celebrate the value of genuine skill, experience and craftsmanship in an increasingly AI-driven world.
Rebecca de Chair, Marketing Manager at ChipsAway, said:
“The idea came about because so many of our customers describe our specialists as ‘magicians’ for making damage disappear – leaving cars looking ‘Like it Never Happened’. We thought it was the perfect opportunity to have a bit of fun with that idea.
“AI is transforming the creative world at an incredible pace, and we wanted to embrace it in an entertaining and engaging way. But when it comes to repairing damage to your car, there’s still no substitute for genuine expertise, craftsmanship and hands-on experience.
“We loved the irony of using cutting-edge AI technology, with the expertise of Charlie from CAPP Productions, to create a campaign that ultimately celebrates the skill and professionalism of real people and a service that simply can’t be done using AI.”
The campaign leans into cinematic superhero tropes and exaggerated AI-style effects before grounding itself in the reality of ChipsAway’s trusted repair service and nationwide network of specialists.
Blending humour, innovation and authenticity
The short film sits at the heart of a wider multi-channel campaign launching across social media, digital video and online advertising, supported by behind-the-scenes content revealing how the fully AI-generated creative was brought to life.
While the campaign playfully embraces the growing conversation around AI in marketing and creativity, its core message remains firmly rooted in the real-world expertise that defines the ChipsAway brand.
ChipsAway continues to embrace new technology where it improves repair techniques and enhances the customer experience, while recognising that true craftsmanship still comes from hands-on experience, practice and skill.
The campaign reinforces a simple message: AI can create entertaining films, but expertly repairing cars still takes real professionals.
The new campaign launches with the tagline:
“No magic. Just seriously good repairs.”
Alongside the supporting message:
“AI made the film. Experts fix the cars.”
The campaign is now live across ChipsAway’s digital channels.
