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Electric trams

This Public Transit Ad Pokes Fun at Electric Car Hype


Electric trams have been around in Sweden since the early 1900s, providing electrified transportation for commuters. This tongue-in-cheek ad from Västtrafik comments the electric car craze, reminding the world that electric vehicles are old news.


Car companies are launching new electric cars all the time – this week even in Västtrafik’s hometown of Gothenburg, Sweden. This playfully meticulous ad ran October 16th, on the launch day of the first fully electric car from a renowned Swedish car brand – with its headquarters in the same city.


By transforming the iconic tram map into an electric circuit board, the ad highlights that Gothenburg has had electric trams since 1902, well over a hundred years.


"We welcome every green transport initiative, and recognize efforts in electrification. But we don’t need more vehicles on the roads, whether they are electric or not. An electric car is better than a fossil one, but the most important thing is that people travel more together”, said Lars Backström, CEO at Västtrafik.


The ad was created by Forsman & Bodenfors and ran in the major newspaper in the Gothenburg region.


Client: Västtrafik

Art Director: Lars Jansson

Copywriter: Pontus Caresten

Account Director: Greger Andersson

Account Manager: Helen Johansson

Designer: Christoffer Persson

PR: Robert Johnsson

Illustration: Thomas Feiner

Västtrafik: Susanne Eriksson