Mom has launched its first marketing campaign for London to Edinburgh electrical practice operator Lumo.

The humorous marketing campaign centres on “flight disgrace”: the sensation of guilt customers have when travelling by aircraft as a result of it will increase their carbon footprint, and highlights the advantages of travelling by the extra environmentally pleasant Lumo.

A witty, 50-second advert, directed by Tim McNaughton of The Bobbsey Twins, introduces Jen, a girl consumed with flight disgrace after opting to journey by aircraft on a visit to Edinburgh.

She goes to excessive lengths to assist cut back her carbon footprint and compensate for her journey decisions.

Buried in home vegetation, refusing to clean, exchanging her automobile for a donkey and becoming a member of what she thinks is a commune, which could grow to be one thing extra sinister, are among the weird methods Jen goals to treatment her flight disgrace.

Lumo factors out this problem may have been averted had she merely chosen to journey utilizing its all-electric service, which has one-sixth the carbon footprint of flying equal journeys.

The marketing campaign is working throughout media in London, Scotland and the North East of England.

It additionally contains comedic behind the scenes and “meme” clips for social media and print advertisements providing disguises for individuals who need to cover their identities after boarding a flight.

As well as, out of dwelling focuses on the inconvenience of flying, from the dearth of legroom to baggage restrictions.

“Our trains are one of the environmentally sustainable methods to journey between the locations we serve and we’re pleased with the funding we’ve made in making this a actuality,” Natalie Jolly, advertising supervisor at Lumo, defined.

“However being environmentally acutely aware doesn’t must at all times be so severe, we wished to have some enjoyable with our model launch marketing campaign, making our potential passengers enthusiastic about travelling with Lumo, we will’t wait to see them on-board.”

Nick Hallbery, inventive director at Mom, added: “Lumo desires to vary the best way individuals view UK lengthy distance journey. It’s their, and our, perception that travelling by practice simply makes extra sense all spherical – and on this work we had enjoyable bringing that reality to life.”