A Man Has a Transformative Journey During a Ride on Swedish Railways

A Metaphorical Take on Transportation From TBWA/Stockholm

Published On
Mar 01, 2017

Editor's Pick

A passenger undertakes a journey that's both physical and metaphorical in a new spot from Sweden promoting SJ (Swedish Railways).

The ad, by TBWA/Stockholm opens on a middle-aged man sitting in a train carriage looking contemplatively out of the window at the scenery. As the journey progresses, he puts on a pair of earrings, then paints his nails. Eventually he gets up to move carriage, and steps into another car as a full-fledged, beautiful woman. As she emerges confidentally at the destination, the film ends with the words: "Whoever. Wherever."

The spot, directed by Anders Hallberg at B-Reel Films Stockholm, is set to a haunting track, Ida Redig's poignant cover of Swedish '90s dance hit "This Is The Way" by Eurodance musician E-Type.


Mar 01, 2017
Brand :
SJ - Swedish Railways
Client :
SJ - Swedish Railways
Agency :
Agency Team :
Johannes Ivarsson
Agency Team :
Alexander Fredlund
Agency Team :
Per Olholt
Agency Team :
Pernille Nylen-Janze
Agency Team :
Kalle Widgren
Director :
Anders Hallberg
Production Company :
B-Reel Films Stockholm

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