Amtrak has positioned NextGen Acela as
a luxe train experience. “The Build,” its new campaign by Mekanism, illustrates the speed and amenities of the service,
as well as the brand's commitment to a new era of rail travel. The spot is part of its “Retrain Travel” platform.
“In our third year as Amtrak’s
creative partner, we wanted to do something more than just show a new train,” said Jason Harris, Mekanism CEO. “We wanted to reframe the visual elements of the ultimate competitor: the
car. The NextGen Acela is more than a transit update, and this campaign mirrors that sleek, disruptive energy.”
The score and visuals reflect NextGen's innovations, asking travelers to
reconsider the benefits of train travel.
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“‘The Build’ inspires customers traveling between Washington, D.C. and Boston by highlighting how they can comfortably speed past the
cars stuck in traffic on I-95 and embrace some time for themselves,” added Amtrak EVP-Chief Commercial Officer Eliot Hamlisch.
By building on the original "Retrain" campaign,
Meckanism, Amtrak's AOR, modernizes the brand's visibility, which also includes the debut of “Trak Suits,” a social post. Creative runs via linear television, CTV, YouTube,
influencer partnerships, audio, programmatic display and major subscription streaming platforms.
“The Build” will also be featured in media placements throughout the summer,
including the Kentucky Derby, NBA Playoffs and other live sporting events in key Northeast markets. To secure deeper audience reach, scene-level targeting will be layered into CTV buys to allow
‘The Build’ to be aired after train, airport or business travel content.
Since its launch in August 2025, Amtrak passengers have taken more than 800,000 trips on NextGen
Acela destinations between Washington and Boston.
Mekanism's creative work includes Alaska Airlines, Frida Mom, OkCupid and the NBA.