Rail operator CrossCountry Trains is looking to capture the “joy of polite rivalry” in a light-hearted new campaign film breaking across the UK this summer.
Developed in collaboration with creative agency McCann Birmingham, ‘A Picture Perfect Rivalry’ will celebrate “the simple joys of doing what you love and the bonds that can form along the way”, featuring two rail enthusiasts sharing an intense, but rather polite rivalry.
The rail firm’s campaign film is the third crafted by McCann Birmingham as part of its ‘Take Us On Your Journey’ brand platform, created by the agency in 2023.
“This new film really builds on the human connections we deliver across our network, bringing a wonderful blend of realism, competitive spirit, fun, and, ultimately, newfound friendship right to your screens. This isn’t just another ad; it’s the launch platform for a series of exciting new campaigns we’ll be rolling out over the next few months, so keep an eye out,” said David Mullins, head of brand, communications and digital strategy at CrossCountry.
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“Once again, our trusted partners at McCann Birmingham have done an incredible job creating this wonderful film. We truly hope everyone who sees it enjoys it as much as we do. It’s been a fantastic team effort from so many colleagues across the business, and their dedication has, once again, allowed us to create and execute this brilliant film. We couldn’t be prouder!”
Designed to spotlight the role that CrossCountry can play in enabling “genuine connections” across its network, the film will run across TV, video-on-demand and cinema throughout the summer.
Adam Bodfish, ECD at McCann Birmingham added: “There’s nothing quite like a bit of healthy and polite competition to bring a sense of real human connection.
“This film celebrates the joy of doing what you love and the unexpected friendships that can come from it. It has been fantastic to see the continued evolution and success of Take Us On Your Journey over the past three years, and we’re incredibly proud of our latest work with David and the CrossCountry team.”
