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DLKW Lowe Creative Work

TitleBe Sensible
Production Company
Editing Company
Post Production
Audio Post Production
Campaign Be Sensible
Advertiser The
Date of First Broadcast/Publication
Business Sector Airlines, Airports, Railways, Bus Lines, Ferries & Cruises
Tagline Be sensible – book on

Continuing to demonstrate their sense of humour, the ad begins with a typically British train carriage until a very excited business man bursts into the carriage and manically announces that you can save heaps of cash by booking train tickets in advance on  Complete chaos and pandemonium ensues as each passenger shows their frustration at wishing they had known this before in different ways.  There is one passenger in the carriage that has been ‘sensible’ though and bought her train tickets in advance online.  As she sits back and relaxes in the middle of the mayhem we are reminded to ‘Be sensible – book on’.


The campaign is intended to remind British train travellers that it’s easy to save money on tickets with and that you’d be mad – quite literally - to pay more money than you need to on your train tickets.

Media Type Television
Market United Kingdom
Creative Director
Creative Director
Art Director
Agency Producer

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