Puppet Mascot Miles Searches for Love in East Midlands Railway Spot

East Midlands Railway has launched their new campaign ‘Big dreams begin on the train’ to remind customers to continue using East Midlands Railway as their preferred method of transport to travel to London. Acknowledging the impact the train strikes have had, the ad seeks to rebuild trust and a sense of reliability using the brand character Miles. 

The advert - directed by Brad Lubin and produced by Sam George and Tim Marshall, depicts Miles dreaming of where his journey to London will take him on his quest for love. The purpose behind this story is to highlight the benefits of train travel by personifying the beauty and comfort of EMR trains that encourage you into this dream-like state.

Jenna Cowie, head of revenue and marketing at East Midlands Railway, says, “Since we have introduced Miles as our brand character, we have seen great success with him becoming a recognisable and likeable face of our brand to all our EMR staff and customers. This year, we wanted to push Miles further and explore how to build his storyline into something more emotional and memorable for our customers. The Atomic team have certainly delivered, and we are excited to show the EMR staff and customers more of Miles”.

The campaign is due live on the 9th of October across TV, VOD, Cinema, Radio, Digital and Social.