Published on : Thursday, May 12, 2016
Virgin Trains will air the second TVC in its ‘Be Bound for Glory’ campaign, which sees the brand pay homage to the Virgin-enabled achievements and capabilities of the everyday passenger. The new creative continues to build on Virgin Trains’ insight that long-distance travel is always for something important, and it’s crucial to arrive in top form.
The new TVC will launch on Saturday May 14 during Britain’s Got Talent. It will air alongside ‘in-laws’, the first execution in the Be Bound for Glory campaign and the first joint ad by the rail operator’s East and West Coast businesses.
Called ‘Race’, the new creative follows a woman running her first big race for charity, dressed as a fish – overcoming various challenges to fight through to glory. As she has travelled by Virgin Trains, she’s on top notch form, ready to perform the best she can, which she does, before enjoying a well-earned snooze in comfort on-board.
Danny Gonzalez, sales and marketing director, Virgin Trains on the East Coast said: “We wanted to continue championing our amazing customers and showcasing the many reasons they choose to travel with us. This advert brings to life why it’s so important to feel awesome when you’re travelling long distance – and how Virgin Trains will get you there faster, and in more comfort.”
Katie Knowles, marketing director, Virgin Trains on the West Coast said: “At the core of Virgin Trains is the desire to contribute to customers’ personal goals as they continue to ‘Be Bound for Glory’, and our new ad illustrates that we can help customers arrive prepared to tackle whatever challenges they take on.”
It will run as a 40” on TV and a 60” online, supported by radio, OOH, digital and press – showcasing the brand’s attitude and swagger of ‘Be Bound for Glory’ and encapsulating the feeling of being in peak condition. Supporting media will focus on the brand’s customer benefits, highlighting those that differentiate it from other modes of transport.
The full agency team consists of krow, TMW Unlimited, and Manning Gottlieb OMD.
Agency: krow communications, London, UK
Creative Directors: Nick Hastings & Tim Robertson
Creatives: Nick Hastings & Tim Robertson
Agency Producer: Davina Hickson
Planner: Matt Watts
Production Company: Rattling Stick
Production Company Producer: Stuart Bentham
Director of Photography: Daniel Landin
Editor: Rick Russell @ Final Cut
Audio: Patch @ Final Cut
Colourist: Jean Clement @ MPC
Post production Producer: Anandi Peiris @ MPC
Lead Flame / Creative Director: Bill Mcnamara @ MPS
Tags: Virgin Trains