By Amy Houston, Senior Reporter

April 18, 2023 | 2 min read

It’s the work of Mother London and will launch the new brand platform, ‘Great journeys start with Trainline’.

Travel app Trainline is leaning into its quirky side with a new ad campaign that sees one man (and his hairy chest) plucked from obscurity and into the limelight. Steve, the fuzzy protagonist, is somewhat of an average guy but after using Trainline, his life takes a wild turn.

Upon getting the train tickets, a sense of calmness comes over him and he decides to take the leap and get his first-ever massage. Once there, his therapist notices that he is, perhaps, the missing link between humans and the creatures they once were.

From that moment, Steve is put on a pedestal by an army of followers from around the globe, and all of the world’s problems are solved.

Did it all start with booking that train journey through Trainline? That’s one of life’s big questions.

Jo McClintock, vice-president of brand at Trainline, added: “We work hard to make sure booking on our platform is effortless – and we wanted to unlock the power of that feeling in our new brand platform. There are countless great journeys that have started with Trainline, and from now on our marketing will help to inspire even more of them.”

To coincide with the TV ad, there will be out-of-home and digital activations.

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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