Virgin Trains is spending £8 million on a campaign comprising TV, print, outdoor, radio, online and experiential activity with the tagline: "Arrive awesome." The TV ad shows a crowd of people alighting a Virgin Train looking relaxed. The scene appears as though it is in slow motion until bystanders, who move at regular speed, look at the Virgin passengers bemused. TMW came up with the concept and Krow made the spot, which will appear online from 18 September and air on TV from 19 September during an episode of Piers Morgan’s Life Stories on ITV. It was created by Nick Hastings and directed by Chris Palmer through Gorgeous.