British Rail 'relax' by Saatchi & Saatchi

4.0 2 Votes

The highly acclaimed - and much awarded - 'relax" spot for British Rail's Intercity services, remains a testament to Charles Saatchi's intuitive feel for the right juxtaposition of words and pictures.

It all came together perfectly in this commercial which united the seemingly dissonant elements.

A chess-playing Hassidic Jew – a familiar touch from the eccentric but indulged director Tony Kaye – blended with a soundtrack of redneck blues, discovered by the then Saatchi & Saatchi senior creative Tim Mellors while on a shoot in Texas.

Beautifully shot in sepia monochrome, everything in the film combines to create a languorous mood.

Alas, the advertising failed to match the product with passengers complaining that the commercial bore little resemblance to their own experiences of travelling on BR.

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Released: 29 April 1988

Credits

Project
Relax

Client
British Rail/Intercity

Art director
Paul Arden

Director
Tony Kaye

Production company
Tony Kaye Films

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