Our new campaign for TransPennine Express showcases the local pride and light-hearted rivalries across the region with an epic sing-off of ‘Anything You Can Do’. Fortunately, with TransPennine Express you don’t have to choose where’s best. Just, where next?
The playful 30 second commercial sees real locals from 25 different locations around the north of England and Scotland have a sing-off to boast about the great things their city or town has to offer.
Written by creative team Joe Roberts and Doug Redfern of WCRS, both proud northerners, the insight behind the campaign came from their own friendly rivalries and sense of pride in the amazing towns and cities of the North of England and Scotland. What better way to highlight what each corner of the region has to offer than a sing off of Broadway classic ‘Anything you can do (I can do better)’.
The launch commercial features residents of Newcastle at the Angel of the North, holidaymakers on the beach in Scarborough, an Alpaca farmer in Leeds and the Caladonia drummers in Glasgow among other colourful characters. While the many characters of the campaign sing the virtues of their beloved homes, it is the TransPennine Express service that connects them all.
The spot was directed by award-winning female director MJ Delaney through Merman.
Steve Hawthorne, Creative Director at WCRS said, “Bringing to life the local pride and friendly rivalries that make this part of the world so unique, in just 30 seconds, was a great challenge. But it was one that the team overcame with aplomb. Everyone involved came together incredibly to produce a campaign we can all be proud of with something in there for everyone. From beach lovers in Scarborough to drag queens in Manchester and everyone in between.”
We partnered with music production studio String and Tins to record the vocals of the 58 street-cast characters featured in the film. The Mill handled post-production.
Caroline Anchor, Head of Marketing for TransPennine Express commented: “Our new TV advert is a real feast for the eyes and showcases just some of the people, places and things that make the North truly iconic. Getting to work alongside some of the people, groups and charities across our network was fantastic and I want to thank them for their involvement and hard work. Our network is jam-packed with exciting and vibrant destinations and we want to inspire customers to leave the car (and stress) at home and take the train.”
‘Anything You Can Do’ aired on the 28th May and will run on TV & Online. The campaign will be supported by ITV weather idents press and radio in key conurbations, as well as a digital campaign spanning social and display. The campaign will run throughout the summer.
Client: First TransPennine Express
Executive Creative Director: Billy Faithfull
Creative Directors: Steve Hawthorne, Katy Hopkins
Creatives: Doug Redfern, Joe Roberts
Agency Producers: Katie Reynolds, Lara Blow
Account Handling: Rob Carter, Richard Williams, Dan Taylor
Planning: Adele Aitchison
Agency Designers: Charlotte Jackson
Media Agency: Wavemaker
Production Company: Merman
Director/Animator: MJ Delaney
DOP: Vanessa Whyte
Production Company Producer: Lucy Tate
Editor: Rebecca Luff, TenThree
Sound Design: Lawrence Kendrick, String & Tins
Post-Production: The Mill
Post Producer: Rebecca Perry