The animated spot from adam&eveDDB's features the Famous Five on another high-energy adventure.

The spot, titled "Five Get There First,"  begins with an aunt and uncle waving goodbye to four kids and a dog who set off for a day at the beach. The kids travel by train. Their relations hop into a roadster. 

“Last one there is a rotten egg,” calls out Uncle Quentin as he speeds away.

The 60-second ad promotes the ease of GWR travel. The kids have an easy journey, beautiful views and cups of tea. The adults aren't as lucky. They crash through a barn, do battle with a chicken and lose control of the car as they speed through a seaside town.

Reunited, the family realizes its safer and more enjoyable to travel by train. The ad highlights the benefits: speed, sustainability, comfort and social interaction.

The campaign, the fourth to feature the Famous Five, includes out-of-home and digital out-of-home, press and online. GWR is also promoting “Hidden Gems” on its network via Instagram.

Amanda Burns, sales-marketing director at GWR, said: “This latest adventure — our first new Famous Five story since 2020 — is all about celebrating the experience of traveling by train ... that you just don’t get by taking the car."

The7stars handles media planning and buying.

GWR departs from London's Paddington terminal to West London, the Thames Valley region, including parts of Berkshire, Buckinghamshire and Oxfordshire. Regional services is available throughout the west of England and South Wales to the south coast of England.

Zoe Bond, client lead at the7stars, said the multichannel approach "inspires the better way to brilliant adventures with GWR."