TBWA/London has turned to John Malkovich to provide the star propulsion behind its debut campaign for Eurostar.
Twin 30- and 60-second ads starring the actor are the centrepiece of a pounds 14 million TV and poster campaign breaking across the UK, France and Belgium on 12 March. The ads, which are backed by an pounds 8 million spend in the UK, represent TBWA's first work on the account since winning the business from the incumbent, Rainey Kelly Campbell Roalfe/Y&R, last year.
The ads feature the star of films such as Being John Malkovich and Dangerous Liaisons ruminating about his 'favourite journey', while gazing out of the window of a Eurostar Express. The idea of different individuals' journeys is set to recur in a different form in the campaign's poster executions, providing Eurostar's advertising with a consistent theme that has been largely lacking since its launch in 1994.
In Malkovich's case, the journey is a trip to his tailor, Roberto. As the camera shows Roberto at work, Malkovich is led to think aloud about what his choice of tailor says about his personality, concluding that 'being John Malkovich is very demanding, people expect a certain look' He reflects that Roberto often tries to give him a more Hollywood image but decides that it 'just isn't me'. His shock at imagining himself in a green and purple tartan outfit leads an attentive stewardess to lean over and check that he is okay.
The ad finishes with the line: 'Enjoy your journey.'
Last year's review followed a shake-up at Eurostar resulting in the creation of the Eurostar group and a search for a more consistent marketing approach across the company's three key markets.
The TV ads were written by Carol Haig, art directed by Phil Martin and directed by Lawrence Dunmore through RSA Films. Media planning and buying is by Manning Gottlieb Media.