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This Swedish “car” ad is not what it seems

This Swedish “car” ad is not what it seems

västtrafik: This Swedish car ad is not what it seems

One of my Canadian clients at York Region Transit just sent me an interesting new public transportation ad from Europe.

This one is for Sweden’s västtrafik system:


In many ways, it’s very derivative of a recent well-regarded campaign by Denmark’s midtrafik intercity bus system called simply “The Bus”.

But while midtrafic used a clichéd film trailer format, “The Car” is based on bombastic car advertising. This gives it a bit of a tease, which is good, but overall it lacks the humour of “The Bus”.

Nonetheless, it’s always good to see transit as a hero.

Forsman Bodenfors (Sweden)

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more