Manchester United’s philosophising striker, Eric Cantona, makes his
debut this weekend as the frontman of Eurostar’s late summer campaign
aimed at business travellers.
The advertising, devised by St Luke’s, introduces the public to a new
concept in creative thought - the Cantonism - which is an observation on
life with a unique Cantona twist.
In three different television executions, Cantona is shown sitting
comfortably on a Eurostar train pondering on life.
In one spot, he mulls over the eternal question - ‘Why am I here?’- but
takes it further by adding: ‘Why now? On this train, when there are so
many trains running throughout the day?’
In another commercial, the French footballer renowned for his interest
in the arts and philosophy, considers the nature of freedom. As his
thoughts turn to what Eurostar travellers can do with their minds and
bodies once freed from the tyranny of travelling to and from airports,
Cantona muses: ‘So I ask myself. Does a bird in a cage sing as sweetly
as a bird who is free?’
In the third spot, Cantona watches raindrops run down the windows of a
Eurostar train. This sparks a reflection on the directness of travel on
Eurostar, which runs from the heart of London to the centre of Paris.
The ads, which will break in London and the South-east on Sunday, were
created by Seyoan Vela and Colin Lamberton and directed by Big TV, who
shot the films in a French art-house style through @radicalmedia.
The commercials will be supported by a poster and press campaign
featuring various Cantonisms aimed at emphasising the benefit of taking
Eurostar over flying to Paris or Brussels. They will break in the South-
east on 16 September.
Media for the pounds 1.5 million, six-week campaign is being handled by
Manning Gottlieb Media. In a bid to reach primarily business people, the
spots will run for six weeks in quality drama and light entertainment