The Bus is the Future in This Tongue-in-cheek Campaign for Västtrafik

The bus is the future. Not the car. That’s the starting point in Swedish public transport company Västtrafik's new campaign from Forsman & Bodenfors.

To encourage more car commuters to take the bus, Västtrafik decided to copy the way the car industry usually handles its advertising. The campaign film uses the same aesthetic as in model launches, with quick cuts and dramatic music. But in the end, a regular bus is revealed. 

The buzzwords surrounding self-driving electric cars pop up almost everywhere you look these days. Västtrafik reminds car makers that most of these words also happen to apply perfectly to busses. 

"We welcome, of course, safer and more environmentally friendly cars,” said Lars Backström, CEO of Västtrafik. “However, more people alone in their cars — regardless of whether they're self-driven or not — does not belong to the future. Not having to drive yourself in shared vehicles, on the other hand, definitely does. Something our customers have been enjoying for over a hundred years.”