Connex: Commuter
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
Published: September 2007
8 Comments
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.
http://www.mixcloud.com/miko1aj/
This is awful.
Like having eye herpes infact.
We're going to need more lube.
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.
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.
Maybe not borrowed, but definitely inspired by Bud campaign for men (Taco salad inventors etc...).
http://www.mixcloud.com/miko1aj/
Another bad Chaser rip-off.
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.
ok. I do not understand, so probably there is not Chaser "over there". Stay well.
http://www.mixcloud.com/miko1aj/