First Bus has enlisted Mark Cox, known for playing Tam in Still Game, to remind travelers about the environmental benefits of taking the bus.
Collaborating with creative agency MadeBrave, the transport service has launched with a spoof-style TV ad featuring four very different characters who have come together to attend a car user support group, where they discuss their guilty habit and biggest driving pet peeves.
“We found that the reason cars continually beat buses is because people associate them with freedom. Our strategy with this campaign was to challenge that perception – and to show that, in fact, taking the bus can be a far superior option with added benefits and more freedom,” said Steve Hadden, executive creative director at MadeBrave.
“The creative idea was a brave one, as we chose to show the benefit of taking the bus by having our four exaggerated characters talk about their experiences with cars. This was all done in the setting of a community center support group, ultimately resulting in something both distinct and humorous.”
This campaign will be further amplified by national and regional PR activity delivered by communications agency Grayling.
“As we launch our Modal Shift campaign to encourage Scots to leave their cars behind a little more, I’d encourage frequent car users to consider taking the bus instead for their next journey,” added Duncan Cameron, managing director of First Bus in Scotland.
“From saving money to reducing stress and our impact on the environment, there are so many benefits to discover – not just for themselves, but for the city of Glasgow as a whole. If we each made small, conscious decisions to leave the car behind a little more, together we could transform our city’s congestion, air and noise pollution.”