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Commuter

Published/Aired: 
September 2007
Description: 

Connex Trains Melbourne is trying to enhance the commuter experience by tackling poor commuter etiquette head on. Inconsiderate passenger behaviour is a concern of many commuters and a problem they have wanted rectified for some time.

Enter Dr Martin Merton, America’s No. 1 expert on train etiquette, a completely fictional self-help author created by Leo Burnett Melbourne. The agency began by developing a website (martinmerton.com) that announced the author was heading down under to write his next title, There’s No ‘I’ in Carriage: a self-help guide to becoming more considerate commuter.

In the lead up to the book launch, these 3 online etiquette sessions were sent out virally announced the coming of the book.

Advertising Agency: Leo Burnett Melbourne, Victoria, Australia
Creative Director: Jason Williams
Art Director: Richard Walker
Copywriter: Andrew Woodhead
Production House: Monkeyhouse
Director: Bradley Howard
Producer: Nathan Earl

Comments (8)

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Highest Rated

miko1aj's picture
miko1aj
Activity Score 3086

ok. I do not understand, so probably there is not Chaser "over there". Stay well.

miko1aj's picture
miko1aj
Activity Score 3086

First – great idea for advertise this problem. Second – Funny entourage as early 90's. And third – good direction. I'm very skeptical about efficacy of such a message, but it's still good to try.

BOOBJOB LOOBCANNON's picture
BOOBJOB LOOBCANNON
Activity Score 1838

This is awful.

Like having eye herpes infact.

We're going to need more lube.

Shut the fu*k up on your phone.'s picture
Shut the fu*k u...

I've been wanting to do this campaign since they invented mobile phones. I hope more companies attempt to tackle this extremely annoying problem. Funny stuff.

AdvertisingIsNotArt's picture
AdvertisingIsNotArt
Activity Score 58

After viewing this spot I couldn't help but be reminded of the Chaser's War sketch... "Clive, the Slightly-too-Loud Commuter" which has been in the public eye well before this was ever published. The art direction is good but I still can't help feeling as if it is a borrowed idea.

miko1aj's picture
miko1aj
Activity Score 3086

Maybe not borrowed, but definitely inspired by Bud campaign for men (Taco salad inventors etc...).

Guest's picture
Guest

Another bad Chaser rip-off.

AdvertisingIsNotArt's picture
AdvertisingIsNotArt
Activity Score 58

mikołaj

No offence but you're from Poland! Do you get the Chaser over there? If you've seen Clive, then you would get my comment.

miko1aj's picture
miko1aj
Activity Score 3086

ok. I do not understand, so probably there is not Chaser "over there". Stay well.

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