Agency: MH VCCP
Date: May 2019
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Soul Asylum’s Runaway Train was one of the few hit music videos of the early 90s to make a social statement. Now the song and video are being remade to help the National Center for Missing & Exploited Children (NCMEC) highlight the plight of missing children in the US.

Advertising agency M/H VCCP worked with the NCMEC on Runaway Train 25, a cross-industry initiative to reinvent the search for missing children. The video reinterprets the the original with musical artists Jamie N Commons and Skylar Grey featuring Gallant.

The original video was directed by the lauded Tony Kaye and featured 36 missing kids. After it aired on MTV, 21 of those missing kids were recovered. Runaway Train 25 is directed by RSA Films’ Emmy-award winner Jake Scott and the record is produced by Grammy-nominated producer Jayson DeZuzio of KIDinaKORNER.

Runaway Train 25 uses geolocation technology to turn the music video content into a search tool to find missing children. The video automatically updates itself with the profiles of missing children from the NCMEC database based on a viewer's location, which people can share across Twitter and other social media platforms. The release comes ahead of National Missing Children's Day on May 25.


Client: The National Center for Missing & Exploited Children

Agency: M/H VCCP

Director: Jake Scott

Collaborators on Runaway Train 25: Dave Pirner; Soul Asylum; Warner Chappell Music; KIDinaKORNER; Interscope; Runway Girls; artists Jamie N Commons, Skylar Grey and Gallant; director Jake Scott of RSA Films; MediaMonks; editors Amanda Perry and Andrea MacArthur of Bread and Butter Edit; Company 3; Method Studios; Lime Studios; Subtractive; Cisco; Twitter; No Friction Partners; Powell Communications; Out of Home Advertising Association of America (OAAA); Grand Visual; QDOT; Innovid; Reddit; Vox Media & Concert; Pandora; Vevo; and Hulu.