Greyhound is showing how easy it is to travel via their buses. Even famous rock bands do it. Created by BSSP, Greyhound's new "Tour In Style" ad campaign tells a story about what happens when heavy metal rock band “MuttonGut” (actually part of an improv comedy group) finds its tour bus has been replaced with a new Greyhound bus complete with passengers.
This is a new direction for Greyhound and the first time they are using long-form cinema advertising. The new campaign is designed to tell a larger and longer story about the client’s brand refresh including buses with added amenities and services such as leather seats, free Wi-Fi, plug-in outlets at every seat and more. It also coincides with Greyhound's 100th anniversary.
“When we can communicate a product benefit in a relevant and rewarding way for the consumer, we’ve succeeded,” said Steve Mapp, Creative Director, BSSP. “Who better to experience the expanded service and onboard amenities of Greyhound than a hard-working, continually touring metal band, like MuttonGut?” He added, “Besides, they’re really big in Japan.”
In the cinema ad (running nationally from July 4 through the heavy travel season), the band settles into its new ride and quickly makes friends with the passengers and revel in the modern service and amenities. The heavily made-up drummer teaches his teenaged seatmate how to get that “smoldering effect” when applying eye liner. The band’s lead singer gets a “Look me up in Dallas” message from an adoring fan in the back of the bus, and in no time the band manager books tickets on Greyhound’s mobile site via his smart phone for a Dallas tour stop.
In addition to the on-screen ad, cinema posters supporting the service and band will run in over 90 theaters in top Greyhound markets starting in October.
The campaign will also feature social media efforts and a 30-second version of the cinema film will air online on sites including ESPN, YouTube, Xbox, Vevo and Hulu.
And Greyhound is sponsoring Vevo's "Follow the
Flow" music-themed webseries showcasing the search for unsigned hip-hop artists. Musicians have the opportunity to be discovered by DJ Envy who will ultimately produce their first professional music
video. The sponsorship launches July 7th. In making the film, the agency also shot a music video with the band.
BSSP has been working with Greyhound for 7 years after winning the account in 2007.