TBWA GGT Simons Palmer is exploiting Andy Warhol’s celebrated
observation that everyone will be famous for 15 minutes in its launch
work for BAA’s Heathrow Express.
The campaign, which comprises posters, press and TV ads, promotes the
fact that the Paddington-to-Heathrow rail link takes 15 minutes. It is
designed to build aware-ness and encourage trial of the service.
Posters lead the campaign, which breaks on 15 June. They borrow the
style of Warhol’s paintings, using bright colours and strong, simple
The TV commercials, which break on 23 June, feature real-life users of
the service in a testimonial-style series of ads that make each
passenger famous for their 15-minute journey.
Trevor Beattie, TBWA’s creative director, commented: ’Heathrow Express
came with an amazing built-in claim to fame. We just picked it up and
ran with it. Our campaign has to be more than advertising; this is
The campaign was written by Joanna Perry and art directed by Damon
The TV spots were directed through Fuel, with media planning and buying
by Booth Lockett Makin, which pitched successfully for the account
alongside GGT earlier this year.
The commercials will run mostly in London but will also get overseas
GGT won the pounds 2 million Heathrow Express business in March, beating
a shortlist of six and two other shops in a final pitch after 60
agencies had tendered for the business.
Jeremy Job, marketing director for the service, commented: ’We are
confident that Heathrow Express will become synonymous with Warhol’s
’famous for 15 minutes’, reflecting the style and quality of the service
we will be offering.’