The idea

Rolling out across TV, VOD, digital, OOH, CRM, DM, retail and social, the advertising communication will challenge peoples pre-conceived perceptions of National Express coach.

Highlighting just how much the UK has changed over the past 40 years, we ask people to ‘Take a Different View’ of both the cities and the means of getting there.

The campaign will run throughout 2016 and beyond.

The ad was directed by Alexander Turner through Koala. Media is through Havas and social media is taken care of by One Black Bear.

It’s been a really interesting challenge working with the coach marketing team on this new creative positioning.

The brief was clear, research pointed to consumers not appreciating just how improved the modern fleet is and how much they differ from the coaches that took them swimming when at school.

Celebrating the heritage of the brand, yet aligning its modernity and relevance to our ever improving UK cities now positions this beloved brand as a real alternative to rail and car.

— Richard Elwell, Creative Partner at One Black Bear