This ad is a humorous attempt at engaging young audiences in Midttrafik's region by juxtaposing public transport (often considered mundane, boring, and for poor people) with an epic movie-like style and tone. The ad is a continuation of the 2012 viral hit "The Bus".
Philosophy
The concept is to engage young audiences in Midttrafik's region by juxtaposing public transport (often considered mundane, boring, and for poor people) with an epic movie-like style and tone. We follow the point of view of a "cool" bus passenger who has everything going for him. The ladies are throwing their panties at him and he's even so lucky that he randomly finds quarters on the street.
Problem
In 2012 a customer survey showed that young people in Midttrafik's region between the ages of 18-34 believed that the bus had a bad reputation and that it wasn't considered "attractive". This became the motivation for an image campaign that would seek to improve the image of the bus amongst young people.
