'Spandau or Speedcore?' asks Virgin Trains in debut work by Anomaly

Virgin Trains boldly presents itself as akin to a relaxing Spandau Ballet track compared to stressful rival transport modes in Anomaly's debut work for the brand.

The brand said it has taken a "completely different approach in its advertising" with this integrated campaign across TV, outdoor, radio and social after appointing Anomaly in January.  

In a bid to drive customer reappraisal, the brand is aiming to show how Virgin Trains is good value for money while offering unique benefits. 

The brand launched two similar 30-second ads on 11 June, each of which features job interviewee Valerie, whose competing choices between the train and a car (or a train and plane in the second ad) are laid bare. 

While Virgin Trains is presented as a relaxing and colourful experience, using Spandau Ballet’s True as the soundtrack, the alternative options are grim, stressful and blighted by a Speedcore techno track.

The TV ads were written by executive creative director Oli Beale and Craig Ainsley at Anomaly and directed by Emmy award-winning director Tom Kuntz through MJZ.

Anomaly has also created a hero 60-second ad which is going live on 17 June.

Katie Knowles, marketing director at Virgin Trains on the West Coast, said: "In order to drive behaviour change and get people to consider the Virgin Trains as their preferred mode of transport, we needed to create a campaign that would be fundamentally disruptive. 

"Through our new advertising we’re putting our product and experience front and centre, driving reappraisal in a fresh, exciting way."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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