National Express has rolled out a press, outdoor and online campaign to persuade people to travel by coach during the summer months. The ads were created by Isobel. One execution, called "instant thrill", shows a woman on a carousel. Another, called "instant weekend", shows a woman on the beach. Both ads contain the line: "With our fares you can afford to be spontaneous this summer." Isobel sourced the photos from friends and family on Facebook after asking them for their best summer snaps. The agency may run further iterations with photos generated by Twitter users. The work was written by Dave Alexander and art directed by Rob Fletcher.
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