Reflecting as many different customers of Eurotunnel Le Shuttle as possible is the aim of a 25th-anniversary campaign for the brand by Southpaw.
Having racked up a quarter-century of moving cars under the Channel, the brand has decided to make a big deal of the anniversary.
Southpaw won the account after a five-way pitch last year. Activity will run across TV, online, radio, outdoor and cinema, as well as homepage takeovers of The Guardian, Yahoo, Lastminute.com and Amazon devices. Media was planned and bought by OMD UK.
The TV spot will debut during Coronation Street tonight. In it, the voiceover says: "Snowboarders, surfboarders, feet-up-on-the-dashboarders, boot fillers, bike rack fillers, wine rack fillers, those on four legs, first legs and away legs, nature lovers, adventure lovers and, well, just lovers… it might be our 25th birthday, but we’re wishing you many happy returns."
The visual ads use a technique that brings 2D still imagery to life with a slow-motion effect.
The work was conceived by Chris Jefferys, Sam Bone and Glenn Smith, and photographed by Kelvin Murray through Crxss.
Jae Hopkins, sales and marketing director at Eurotunnel, said: "When the first cars went through the Eurotunnel in 1994, it was regarded as one of the biggest engineering achievements of the modern age – it gave Britain and France both a huge sense of pride and achievement. We wanted to recapture that feeling of adventure, freedom and pride with this work and to toast all the adventures we’ve helped create, as well as those to come."