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All aboard for Sweden

A new commercial has been launched for Västtrafik, Sweden’s second largest transport provider. From agency Forsman & Bodenfors and produced by It's Showtime, the film was actually shot in Romania, around Transfaragasan and Vidraru in the Transylvania region.

VasttrafikVasttrafik crew and mountains

The ad is shot in a sweeping, aerial style, winding through dramatic mountain scenery as an unseen vehicle speeds through the terrain. The voiceover tempts the viewer to imagine what kind of vehicle could possibly achieve this kind of driving experience before, in the last few seconds of the ad, a large blue Västtrafik bus emerges from a tunnel.

The dramatic ad is a great example of subverting the style of commercials usually reserved for racy, expensive, fuel-guzzling cars, and the aim is clear: use public transport to protect the kind of natural scenery on show.

You can watch the ad here:



Agency: Forsman & Bodenfors (Gothenburg, Sweden)

Art director: Staffan Forsman, Lars Jansson

Copywriters: Anders Hegerfors, Jens Englund

Agency producer: Lina Strandäng

Production company: It's Showtime (Stockholm, Sweden)

Producer: Peter Sarhammar

Director: Daniel Börjesson

Production manager: Ronald Meier

Photo/cinematographer: Sean Stiegemeier (USA)

Service company: Digital Spirit (Romania)

Executive producer: Andrei Loghin

Producer: Rodica Popa


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