London Transport passengers will be asked to treat each other with
respect by the 70s "Love is ..." cartoon characters in a new poster
It is hoped that the cutesy naked couple will appeal to the better
nature of hardened commuters asking them to stand clear of the doors and
move further down the carriage to create more space for fellow
Sarah Heard, the senior planner at Partners BDDH, which has held the
Transport for London account since early 2000, said the aim is to avoid
authoritarian "finger wagging" by introducing an element of humour.
"The message is delivered by a third party - the creative device of the
cartoon characters - rather than a corporate body. It can be a scrum at
peak-time and manners can go out the window," she added.
In the first phase of the push three posters will be displayed in the
Underground and inside buses from 15 September.
In the second phase, a further four posters, inside buses and tubes and
in Underground stations, will use the "Love is ..." line to cover other
anti-social behaviour such as eating smelly food, putting feet on seats
and listening to personal stereos loudly.
"The enduring appeal of the characters may be due to their ability, over
the past 30 years, to cross cultural and linguistic boundaries," the
account manager, Emma Norman, said.
The campaign was written by Sam Richards and art directed by Phil
The "Love is" characters were created by Kim Casali.
Media buying and planning is by PHD.