National Express launches TV campaign encouraging travelers to take ‘a different view’ of a changing UK
National Express Coach has released a new TV ad highlighting how coach travel – and the UK itself – has changed over the past 40 years.
Devised, written and art-directed by recently-appointed agency One Black Bear, the new ad features the voice of ‘Cold Feet’ actor Jimmy Nesbitt and music from Paper Lions, set against a backdrop of images referencing London, Newcastle and Liverpoool.
Richard Elwell, director of One Black Bear, said: “The ad is designed to cut-through with a fairly broad demographic, from ‘young adventurers’ to ‘seniors’ and tap into the ever-growing domestic market for city-breaks and staycations. The core message of the campaign - that UK locations have changed and deserve to be visited - aims to improve consideration levels and inspiration to travel to UK locations served by National Express.”
The ad was directed by Alexander Turner through Koala, while media buying was handled by Havas. The campaign’s social media is being managed by One Black Bear’s sister agency Shadow Giants.
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