Real customers the stars of Metro Trains ‘This is me’ print campaign via McCann Melbourne
March 25 2011, 12:34 pm | | 11 Comments
The print component of the campaign created by McCann Melbourne for Metro Trains, portraying its everyday customers as the life and soul of Melbourne’s public transport system.
The campaign focuses on the interesting stories of the hundreds of thousands of people that travel on Metro Trains every day.
11 Comments
At 9:59 this morning under the nom de plume ‘Anonymous’ I praised the TV component of this campaign. I may now have to withdraw my support. What I liked about ‘This is me’ is how it took the colloquial for ‘This is my station’ and made it work on another level as a bit of a look into the train passenger’s life. Perhaps I read too much into the line and that was never the idea – because there is none of that duality in the print work. Ads that simply profile someone’s life have absolutely nothing to do with train travel, and that makes this print campaign something that could equally apply to bread, electronic appliances, underpants or anything else. Perhaps someone from McCanns could clarify.
Certainly anonymous 1.42pm, and thanks for up until recently liking the TV ads.
By way of attempted clarification, if you read the three print executions, you will note prior to the line “This is me” there is a penultimate line saying, for example, “Sunshine to Southern Cross”.
This is meant to be a reference to the fact that this person catches a train from there to there, and thus attempts to make the duality link between “This is me” life story and “This is me” train stop vernacular. Indeed, in the Bulldog supporter print ad there is also an earlier copy reference to West Footscray station.
Such references hopefully make the campaign a little more relevant to train travel than electrical appliances, underpants etc.
However, I could be wrong.
John Skaro makes sense to me and I’m from Sydney.
Always gentlemen these Melbourne boys, patiently explaining to anonymous 1.42.
Up here we would have just kneed him in the nuts.
John, in the immortal words of Port Adelaide coach, Mark Williams… “You were wrong!”
I’d just like to see “every day” written correctly for once.
I like this better
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Skaro kneed me in the nuts once. I kind of liked it. His knee was firm yet tender.
Sorry John, old friend, I actually didn’t read all the copy in the ads, which I still think lack the pithy single-minded crispness of your recent letters in The Australian and the many previous ads you’re well regarded for. The TV’s good though and has the potential to become a much-loved and long-running campaign because it lends itself so naturally to the double-meaning line, which in my opinion only works verbally.
3.33pm the term ‘everyday’ is used correctly in this instance. The campaign talks about the average, run of the mill people who use the trains.
As opposed to Saatchi’s faux pas when they wrongly used the term ‘everyday amazing’ for their Camry hybrid spot.
I think the use of everyday being a problem that the agency inherited. Should have been the first thing the agency changed.
I am offended by the use of the word “Pom” in the advertisements for METRO on SBS to describe people whose origins are from the British Isles. This term is racial and derogatory, contrary to the sometimes voiced opinion that it is a term of endearment.
This type of language, on a par with words such as “Wog”, “Dago”, “Slope”,”Raghead”, is outmoded and should not be tolerated today and represents modes of thinking on the part of the advertiser that are not in the present.
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