Car Service City takes ‘Don’t Be That Guy’ to one of South Africa’s biggest digital billboards

Car Service City is taking its refreshed Don’t Be That Guy campaign to new heights with a major digital billboard placement on the N1 in Midrand, one of South Africa’s busiest commuter routes.

Built around sharp, relatable lines like “Car backfiring in the wrong neighbourhood,” “Not getting what you’re paying for?” and “Always parking downhill ‘just in case’,” the campaign taps into the very real frustrations South African motorists know all too well. With humour, relevance and a clear message, it reminds drivers that when it comes to servicing and repairs, cutting corners can cost you.

That message now appears on one of South Africa’s biggest digital roadside billboards, positioned between the Allandale and New Road offramps on the N1 in Midrand. For Car Service City, the placement is more than a high-impact brand moment. It is a very visible reminder of where motorists can go for service and repairs they can trust.

Established in 2004 by founder and franchisor Grant Brady, Car Service City has grown into a nationwide, award-winning network of over 90 servicing and repairs workshops for all makes of cars and bakkies. As one of three companies under the Car City Holdings umbrella, the brand has built its reputation on making reliable vehicle care more accessible to South African motorists.

Over the past two decades, Car Service City has evolved into one of South Africa’s best-known automotive service brands. Its workshops are primarily franchise-owned, with selected Johannesburg branches run by head office to help keep the service offering aligned with both customer expectations and franchisee needs. This balance has allowed the brand to grow its national footprint while maintaining a consistent focus on quality, transparency and value.

As a franchise, Car Service City places strong emphasis on training and operational standards across its network. Workshops are run by highly trained franchisees and technical staff, supported by comprehensive technological resources. The result is a service experience designed to be consistent from branch to branch, giving customers confidence that wherever they go, they will be met by trustworthy professionals ready to deliver quality service they can rely on.

The refreshed Don’t Be That Guy campaign builds on that promise in a way that feels current and culturally relevant. Rather than relying on generic advertising language, it uses familiar everyday scenarios to highlight the consequences of poor servicing, unreliable repairs, or simply not getting what you paid for. It is a campaign rooted in real motoring experiences, which is exactly what makes it resonate.

Now, by bringing that message to one of South Africa’s biggest digital roadside billboards, Car Service City is reinforcing its place in the daily lives of motorists. On a route travelled by thousands each day, the campaign does more than capture attention. It reflects a brand that has spent more than 20 years helping South Africans keep their cars road-ready, reliable and safe.

Source: Briefly News