Company raises its profile with new mascots

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Chesterfield-based Auto Windscreens has appointed acclaimed agency Uber to develop, implement and manage an innovative and decidedly ‘furry’ social media campaign, ‘Wheels of Squeal’, which features a chipmunk, badger and gerbil.

Having expanded significantly over the last year, winning new business from insurers and fleet customers and responding to new demand by recruiting staff and opening new fitting centres across the UK, this is part of an initiative to increase brand awareness.

The company asked Uber, who were recently placed in the top three agencies outside London, to help build a concept suitable for multiple social media channels.

Following Uber’s research into Auto Windscreens’ target market, three characters were devised - Chip Chipmunk, Bob Badger and Lil’ Bill Gerbil. Each has a very different personality and biography, but all are self-confessed petrolheads, as revealed in the ‘Wheels of Squeal’ blog and in separate Facebook and Twitter accounts.

Uber’s Head of Digital, Nic Jones, said: “This is the kind of brief art directors dream of; character development, illustration and deciding what car a gerbil should drive. We’d also like to state for the record that all rodents were paid standard CAG (Critters Actors Guild) rates (generally nuts, berries, Cristal)!”

Nigel Davies, Managing Director of Auto Windscreens, said: “Having known the three creatures in question for some time, and the kind of antics they get up to, I’m sure they’ll bring a whole new dimension to our work. They are the kind of animals that people will want to get to know, and as it’s their first foray into the world of social media, we anticipate they’re going to make a lot of new friends.”

The campaign can be seen at