TfW Does What It Takes in New Brand TVC Campaign

Changing attitudes towards public transport networks is no mean feat. Transport for Wales’ new campaign—“We'll Do What It Takes”—launches with a fresh approach to owning the hard work that lies ahead and showcasing the determination of its staff to make their network the best it can be. 

With a series of three x 30” TVCs produced by STORM+SHELTER in collaboration with creative agency Golley Slater, TfW aims to present a more human approach to the brand, illustrating the determination of their teams who just won’t give up on the task at hand—all with a comedic and approachable tone. 

Directed by comedy-driven duo That Jam, each ad sets up a TfW team member placed in a situation that would test anyone’s patience. As they battle against the elements (or something like a jam jar lid), they never falter—they’ll do what it takes to get the job done. In the moment they achieve their goals, we transition to a real-life TfW location and see them do the same in their day jobs. 

With the three x 30” ads being shot across a week in South Wales, it was key that moving pieces sang in concert to make it all happen. The weather gods thankfully ended up playing ball and bestowed beautiful sunshine on the Gardener’s shoot. That left it up to Production to provide the wind and rain for the Camping creative—a biblical-scale outdoor fan and a fire truck bowser’s worth of water sold the look and battered the determined Dad in equal measure.

The ads, now in rotation across Wales, are a part of a larger campaign including paid social, cinema and a full OOH rollout. 

Directing duo Joe and Sam reflect on the dream team collaboration, “Every now and again you get a project where the three most important things in any production comes together. A great team in STORM+SHELTER. A fantastic script and creative partner in Golley Slater and finally wonderfully talented performers to make it all come together. It’s projects like this that reminds you why we wanted to become filmmakers.”

Nick Patterson, exec producer at STORM+SHELTER added, “We love getting scripts through that bring a new perspective to the table. Being able to take a fresh look at how a transport provider speaks to its customer base was a really fun experience, and Joe and Sam were a great pick for bringing the ideas to life. Shooting three x 30” TVCs in a week was a bit of a wild one, but the killer crew kept vibes up and we smashed it out of the park. We’re excited to already be in production for the next TVC in the new brand world and to continue building it out with new stories.”