LNER Shows How Fun It Can Be to Travel by Train in New ‘Freedom All the Way’ Ad

LNER Shows How Fun It Can Be to Travel by Train in New ‘Freedom All the Way’ Ad

Published: January 09, 2024

London North Eastern Railway (LNER) shows how fun train travel can be as it released its "Freedom all the way" TV ad.

"Freedom all the way" is a multichannel campaign that reveals LNER's new headline font that gave the brand a more modern yet still familiar look.

The campaign is produced in collaboration with branding agency M&C Saatchi Global, which has worked with LNER since 2019.

"We're proud to unveil our new campaign, which reflects our new and improved customer experience and showcases a more modern brand and visual identity," said John Galloway, head of marketing at LNER.

The campaign's goal is to make people choose train travel more often as they commute along the East Coast route that goes from London to the Scottish Highlands.

Channeling Fatboy Slim and Christopher Walken

The 60-second ad channels Fatboy Slim's iconic "Weapon of Choice" music video, which showcased Christopher Walken dancing all around an empty hotel.

It won six awards at the MTV Video Music Awards, including Best Direction and Best Cinematography, and won Best Music Video at the 2002 Grammy Awards.

The ad also launched LNER's new puppet mascot Eleonor, showing her grooving to the beat of the catchy song using some of Walken's signature moves as she points to the different activities that travelers can do onboard the train.

"Eleanor encapsulates the freedom of doing whatever it is you want to do when traveling on an LNER train," Galloway added.

To further amp up customers about train travel, LNER is giving away two first-class tickets to the winner of its "Freedom all the way" competition.

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