ScotRail will tonight launch its new ad campaign created by The Leith Agency. Watch the TV ad here first.
The train company claims the series of four TV ads, along with radio, press, online and outdoor ads, represents "one of its biggest marketing campaigns to date". It is the firm's first foray onto TV in three years.
Written by Mike Maxwell and Ian Fletcher at Leith and produced by MTP, each ad shows real people enjoying their own time on the train.
The TV ads also feature animation by Oscar-nominated Ink and the voice of Scottish comedian Phil Kay.
Graeme Macfarlan, marketing manager at ScotRail, said: "Our campaign has been built around sound consumer insight which reflects the current economic conditions and how these effect the decisions and choices people make.
"We recognise that good value for money is still key, but also wanted to use this opportunity to remind customers of the additional benefits that rail can offer such as relaxation, convenience and fun, all of which are showcased in the campaign executions.”
The TV ads were directed by Campaign photographer of the year Alex Telfer who also shot the images for the print campaign.
Rachael Vassallo, senior account manager at The Leith, said: "People are thinking hard about what they spend their money on so we wanted to create a campaign that would show people the real value of taking the train not just from a monetary perspective, but also from a practical and emotional point of view.”