Classic car advertising is overly dramatic with its slo-mo ECUs, abrupt cuts, buzzwords and an emotive music score.

After years of the same-same, people know the style well. They expect it to herald the launch of a new model.

Forsman & Bodenfors’ job for Sweden’s second largest public transport company, Västtrafik Public Transport, was to encourage more car commuters to take the bus.

“Within 10 years, travel by public transport is expected to double in the Western Götaland region, making it an important factor in creating sustainable traffic conditions and a greener environment. Ultimately, our challenge is to get more people to want to leave their car at home and grasp the reasons why Västtrafik is the most modern way to travel,” the agency noted.

To capture commuters’ attention, the agency copied the way the car industry advertise. The campaign film uses the same look as in model launches, with slo-mo ECUs, abrupt cuts and dramatic music.

But in the end, a regular bus is revealed.

To emphasise Västtrafik’s position that the bus is the future not the car, the agency also borrowed the buzzwords about self-driving electric cars that occur in so many ads these days. They apply perfectly to Västtrafik buses.

“We welcome, of course, safer and more environmentally friendly cars,” stated Lars Backström, chief executive officer 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. [And that’s] something our customers have been enjoying for over a hundred years.”