LNER, the U.K. rail company, has unveiled a campaign featuring its first ever brand character, Eleanor. Called “Freedom all the way,” the campaign has as its centerpiece a :60 spot starring Eleanor, a puppet that captures the joy customers experience when traveling via LNER. We see Eleanor enthusiastically making her way through the carriage, in awe of what’s possible on an LNER train, whether that’s watching a film, catching up with friends, getting stuff done, or just relaxing. At the end, she takes her seat and receives a warm welcome from a member of LNER’s on board crew.
Tom Kuntz of production house MJZ directed the spot for M&C Saatchi London. The creative idea was inspired by Fatboy Slim’s track “Weapon of Choice” and its iconic video starring Christopher Walken. The track was selected as the perfect vehicle to describe all of the things you can do on a LNER train, evoking the freedom offered by the journey.
Matt Lee, executive creative director at M&C Saatchi, said, “How do you demonstrate the freedom you experience on board an LNER train? By having a puppet called Eleanor dance through the aisles to Fatboy Slim’s ‘Weapon of Choice,’ obviously.
“We’re delighted to launch this new campaign, featuring a show-stopping performance from Eleanor, who simply points out all the things you can do on an LNER train. A bit of lunch? A good book? A movie? Daydreaming? Time to yourself? Who wouldn’t go for that?”
