This is an extremely low-involvement category, but even so commuters make brand decisions based on emotion rather than reason. Our challenge was to elevate the brand conversation. A dream of adventure. A place of safety. The arms of a friend.
The creation of “Big Red,” with his introduction in the imagination of a child, is a powerful metaphor that does the heavy lifting to create an emotional connection with the viewer. Travelling with Expressway is safe, comfortable and effortless.