It's unlikely that Virgin set out to incite the wrath of the
travelling public when it dreamt up its latest stunt to plug how lovely
and cheap trains are, but why change the habit of a lifetime?
The hapless redcoats targeted motorway service stations and airports
with a plethora of resting actors holding up placards emblazoned with
witty slogans akin to those first seen in Maxell Tapes' campaign through
HHCL & Partners.
The idea was that everyone would be rolling in the aisles before
hot-footing it to the nearest station and booking themselves a standing
At Luton airport, our cunning lot enlisted some mini-cab drivers to hold
up the signs as people came pouring off the planes.
But the chap meeting an improbably named Mr Hugh Jass (think about it)
hadn't reckoned on actually meeting his fictional client.
Yes, Mr Jass did indeed turn up. Even though he wasn't called Hugh,
attempts by those masterminding the operation to dissuade him from
attaching himself to the cabbie proved useless.
'He was convinced the car was for him because the name was so unusual
and wouldn't listen to anyone who tried to tell him it was a joke,'
giggled our source from Rainey Kelly Campbell Roalfe/Y&R, the agency
behind the project.
And Virgin, it would appear, had the last laugh when it transpired why
the real Mr Jass's cab was late - it was 'stuck in traffic'.