Cadbury Joyville train steams on with release of 45 second TVC via Saatchi & Saatchi, Sydney

Screen shot 2012-07-02 at 11.56.50 AM.jpgOnly days after Cadbury unleashed a giant purple Joyville steam train onto the Sydney suburban rail network in one of the country's biggest experiential activations of the year, agency Saatchi & Saatchi Sydney has released the TVC.

The 45 second TVC was shot on location at Redfern station by Saatchi & Saatchi Sydney and produced by Jungleboys for national use. The TVC follows the style of previous Joyville installations capturing interactions between the Joyville workers and members of the general public.

Screen shot 2012-07-02 at 11.57.09 AM.jpgScreen shot 2012-07-02 at 11.57.23 AM.jpgThe Joyville TVC aired across all major networks from last night, before being rolled out across Gold Class cinemas, catch up TV and Facebook.

An integrated digital strategy is supporting the Joyville Train activation including a dedicated Facebook page encouraging and supporting user generated content, as well as an online portal featuring the Joyville Train, encouraging consumers to 'jump on board' the Joyville journey.

Agency: Saatchi & Saatchi Sydney
ECD: Damon Stapleton
CD: Matt Gilmour
Senior Copywriter: Jon Burden
Art Director: Wassim Kanaan
Senior Producer: Kate Gooden
Production Company: Jungle Boys
Director: Trent O'Donnell
Experiential: Wonder
Media: Carat
PR: Royce


Stop said:

Here we go again....

Family guy said:

Loved the train ad last night. Lovely spirit.

LINK or die said:

Waaaaaaaaaayyy too many purple garments and accessories on "everyday people" for me to believe that this spot wasn't filled with actors. I know the agency knows better, it's just a real pity these global clients insist on branding cues in 80% of the shots or the ad doesn't get through testing. Completely ruins the charm and fun when you know it's all faked.

Al said:

It's easy to discredit this & say it's fake. If there were actors playing the public I doubt the client would mandate they wear purple. There's a huge purple train with a massive logo, carrying purple people and carriage loads of cadbury and an announcement from the brand about what's going on - now that's what you call branding cues!

Fake Train said:

That train is clearly a fake. You can tell it's just good 3D greenscreen work. Would have been so much more charming if it was a real train.

eek said:

Too much. Cadbury theatrIcs on steroids. Was it really worth it?

Brendan said:

Saatchis just cant seem to hit the mark. Mmmm, I wonder why?

Ground Hog Day In Adland said:

As bad as this Joyful campaign is, I'm sure Saatchis will spend between 20-30k on an elaborate case study and spend that again on award entries.

The ECD will then get himself on one of the judging panels, do a bit of lobbying and return home with an award - gold preferably. Saatchis will then PR the fuck out of it and they''ll all be HEROES.

nothing clever about that

Jake said:

@Ground Hog... What's bothering you?

Patrick said:

No, it wasn't a green screen the entire train was repainted by the NSW Rail Transport Musem, it cost a fortune

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