CrossCountry Trains Campaign Captures Joy of Rivalry

CrossCountry Trains is embracing the joy of hobbies, rivalry and human connection in its latest film, A Picture Perfect Rivalry, by McCann Birmingham.

The light-hearted new campaign celebrates the simple joys of doing what you love and the bonds that can form along the way. In the film, two rail enthusiasts share an intense, but rather polite, rivalry. Their competition plays out in wonderfully petty ways, from racing to the best viewing spots, to one-upping each other’s camera equipment.

A Picture Perfect Rivalry is the third film developed by McCann Birmingham as part of CrossCountry’s Take Us On Your Journey brand platform, which the agency launched in 2023 alongside an emotive film. The three films highlight the role that CrossCountry plays in enabling genuine connections across its network, both through its trains and with its people.

The campaign will run across TV, VOD and cinema throughout the summer.

​David Mullins, head of brand, communications & digital strategy at CrossCountry commented, “This new film really builds on the human connections we deliver across our network, bringing a wonderful blend of realism, competitive spirit, fun, and, ultimately, newfound friendship right to your screens. This isn't just another ad; it's the launch platform for a series of exciting new campaigns we'll be rolling out over the next few months, so keep an eye out!

“Once again, our trusted partners at McCann Birmingham have done an incredible job creating this wonderful film. We truly hope everyone who sees it enjoys it as much as we do. It's been a fantastic team effort from so many colleagues across the business, and their dedication has, once again, allowed us to create and execute this brilliant film. We couldn't be prouder!”

​Adam Bodfish, executive creative director at McCann Birmingham said, “There’s nothing quite like a bit of healthy and polite competition to bring a sense of real human connection. This film celebrates the joy of doing what you love and the unexpected friendships that can come from it. It has been fantastic to see the continued evolution and success of Take Us On Your Journey over the past three years, and we’re incredibly proud of our latest work with David and the CrossCountry team.”