LNER have launched a new “Freedom all the way” campaign, which focuses on all the things commuters can get up to on the train, starring Fatboy Slim.
The 60-second film, which was developed in partnership with M&C Saatchi, aims to showcase the benefits of the service targeting both leisure and business travellers along the East Coast between London and the Scottish Highlands.
The campaign is also running across TV, video on demand, OOH, digital audio, social and digital channels as well as on the LNER network.
The campaign also showcases a new bespoke headline font as well as an updated look and feel for the brand, all featuring the iconic LNER line.
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“We’re proud to unveil our new campaign, which reflects our new and improved customer experience and showcases a more modern brand and visual identity,” said LNER head of marketing John Galloway.
“Eleanor encapsulates the freedom of doing whatever it is you want to do when travelling on an LNER train — whether that’s catching up on work, spending time with friends and enjoying some downtime.”
M&C Saatchi executive creative director Matt Lee continued: “How do you demonstrate the freedom you experience onboard an LNER train? By having a puppet called Eleanor dance through the aisles to Fatboy Slim’s ‘Weapon of Choice obviously”.
He added that the team were “delighted” to launch the new campaign, and the “showstopping” performance from Eleanor.
“A bit of lunch? A good book? A movie? Daydreaming? Time to yourself? Who wouldn’t go for that?”.
2 Comments. Leave new
I had no idea what this ad was about, that’s why I googled an explanation. I’m not much clearer now, but continue to find it an intensely irritating ad and mute it when it comes on. I would include the current Cunard ad in this category.
I love this ad – brilliant!