Magazine article Marketing

ADWATCH: Virgin Ad Heralds Arrival of Innovative Pendolino Trains

Magazine article Marketing

ADWATCH: Virgin Ad Heralds Arrival of Innovative Pendolino Trains

Article excerpt

Virgin Trains' latest ad aims to convey the experience its Pendolinos can offer travellers.

Virgin Trains has launched a TV advertisement around the theme 'A New Beginning'. The ad comes in at number six in this week's Adwatch table with a recall of 57%.

The work by Rainey Kelly Campbell Roalfe/Y&R, is set on one of Virgin's new Pendolino trains. It starts with a conductor moving quickly through the train passing passengers occupied with computers and stereos. This illustrates the technology available on the trains to make it easier to work during journeys.

He's looking for a Dr Lyman, but finds his seat empty. A message is broadcast over the tannoy asking if there is a doctor on the train. The conductor then grabs some towels from the train's restaurant.

The ad switches to a mother giving birth on the train. Several doctors appear to help the woman. The ad then cuts to a screaming baby, its relieved mother and champagne celebrations.

An electronic sign in the carriage lights up to say 'it's a boy'. This is followed by shots of the new trains speeding through the countryside.

The spot ends with the strapline 'New trains - A New Beginning'. …

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