Eurostar is promoting itself as a "state of mind" rather than just a form of crossing the English Channel in a playful new campaign for the train service.
Created direct-to-client by production company Somesuch, which pitched against two other agencies, the film is directed by Kim Gehrig and is inspired by the visual style of New Wave cinema and films such as "Zazie dans le MÃ©tro." Cinematographer Robbie Ryan ("I Daniel Blake,") also worked on the spot, which is shot in 4:3, the aspect ratio used in the early days of motion pictures, to further invoke the New Wave look.
The narrative follows a young man and his group of tellow travellers experiencing new things as they travel. In the voiceover, he invites us to share his travel state of mind, to "pack small, live big", "ask a local, not your phone", and to "say yes, and see what happens."
While the messaging recalls the efforts of other travel brands, like Airbnb and more recently Expedia, to value experience over "doing" the tourist thing, the way the style pays homage to Eurostar's French heritage is all its own.
As well as 60-second and 30-second versions of the ad that will run in the U.K., France and Belgium, the campaign will also be rolled out across Eurostar social channels, including a new Facebook canvas to allow consumers to create their own "travel state of mind' as they explore the brand's photos, videos and tips for visiting Eurostar destinations.