Paddington-Heathrow Express launches with line from Warhol

TBWA GGT Simons Palmer is exploiting Andy Warhol’s celebrated observation that everyone will be famous for 15 minutes in its launch work for BAA’s Heathrow Express.

TBWA GGT Simons Palmer is exploiting Andy Warhol’s celebrated

observation that everyone will be famous for 15 minutes in its launch

work for BAA’s Heathrow Express.



The campaign, which comprises posters, press and TV ads, promotes the

fact that the Paddington-to-Heathrow rail link takes 15 minutes. It is

designed to build aware-ness and encourage trial of the service.



Posters lead the campaign, which breaks on 15 June. They borrow the

style of Warhol’s paintings, using bright colours and strong, simple

images.



The TV commercials, which break on 23 June, feature real-life users of

the service in a testimonial-style series of ads that make each

passenger famous for their 15-minute journey.



Trevor Beattie, TBWA’s creative director, commented: ’Heathrow Express

came with an amazing built-in claim to fame. We just picked it up and

ran with it. Our campaign has to be more than advertising; this is

news.’



The campaign was written by Joanna Perry and art directed by Damon

Troth.



The TV spots were directed through Fuel, with media planning and buying

by Booth Lockett Makin, which pitched successfully for the account

alongside GGT earlier this year.



The commercials will run mostly in London but will also get overseas

exposure.



GGT won the pounds 2 million Heathrow Express business in March, beating

a shortlist of six and two other shops in a final pitch after 60

agencies had tendered for the business.



Jeremy Job, marketing director for the service, commented: ’We are

confident that Heathrow Express will become synonymous with Warhol’s

’famous for 15 minutes’, reflecting the style and quality of the service

we will be offering.’