Buzzword branding
Bus Words by Västtrafik and Forsman & Bodenfors, Sweden

Buzzword branding

Sweden – A campaign by public transport company Västtrafik uses automotive advertising clichés to examine the future of mobility.

Article/21105 #1
Bus Words by Västtrafik and Forsman & Bodenfors, Sweden

Sweden – A campaign by public transport company Västtrafik uses automotive advertising clichés to examine the future of mobility.

  • The campaign aims to encourage more car users to use public transport
  • The ad uses buzzwords typically associated with the car industry to describe a regular city bus

Bus Words appears at first to be a typical car ad complete with futuristic imagery, dramatic music and industry buzzwords such as ‘electrified’, ‘sustainable’ and ‘vehicle sharing’. However, in a comical twist, the vehicle being described is revealed to be a regular city bus.

The campaign was developed by Gothenburg-based agency Forsman & Bodenfors in response to the rise of the self-driving car market and the trend among automotive brands to claim to offer the future of mobility. It playfully highlights the similarities between the lauded innovations of modern car-makers and the features of a regular city bus, which has been in use for more than 100 years.

‘The car industry is going crazy about the future right now, but almost all of the industry buzzwords apply perfectly to a regular city bus,’ Pontus Caresten, copywriter at Forsman & Bodenfors, told LS:N Global. ‘More people alone in their cars is not what our cities need. They need more people riding together on public transport.’

The Big Picture

Brands such as Västtrafik and Coop are highlighting the viability of long-standing business models to challenge the marketing hyperbole of future-facing campaigns.

Discover More News
Mastercard launches AI-powered stories for commuters

News

Mastercard launches AI-powered stories for commuters

Mastercard has launched its Transit Tales campaign, which tailors classic stories to the length of commuters’ journeys.
Audiobooks : Australian : Commuters
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Soft Sports : Digital Detox : Asics
Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

News

Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

Gen Z is entering the workforce with a pragmatic view of artificial intelligence and enthusiasm for in-person mentorship. 
Work : Technology : AI
Irn-Bru revives Made in Scotland from Girders slogan

News

Irn-Bru revives Made in Scotland from Girders slogan

Irn-Bru is reviving its iconic Made in Scotland from Girders slogan in a campaign led by advertising agency Lucky Generals.
Food And Drink : Brand Humour : Advertising
Busan International Film Festival to host singalong screening of KPop Demon Hunters

News

Busan International Film Festival to host singalong screening of KPop Demon Hunters

A singalong screening of Netflix’s breakout show, KPop Demon Hunters, will take place at the Busan International Film Festival in September 2025.
Kpop : Streaming : Cinema
Stat: Australians turn to podcasts and radio for regular entertainment

News

Stat: Australians turn to podcasts and radio for regular entertainment

More than half of Australians aged 10 and over (52%) listen to or watch podcasts each month, according to new data published in The Infinite D...
Statistic : Podast : Media
Selena Gomez taps Tajín for Rare Beauty’s first collaboration

News

Selena Gomez taps Tajín for Rare Beauty’s first collaboration

Rare Beauty has unveiled its first-ever collaboration, teaming up with Mexican seasoning brand Tajín on a limited-edition lip and cheek set.
Beauty : Food : Collaboration
Single mothers in China are moving in together to ease the financial burden of child-rearing

News

Single mothers in China are moving in together to ease the financial burden of child-rearing

An increasing number of single mothers in China are moving in together to ease the financial, emotional and practical challenges of raising childre...
Single Parents : China : Only Child
Stat: Cannabis-infused drinks reshape America’s after-work rituals

News

Stat: Cannabis-infused drinks reshape America’s after-work rituals

A growing number of young American professionals are swapping post-work alcoholic beverages for cannabis-infused alternatives, signalling a cultura...
Statistic : Cannabis : Alcohol
Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

News

Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

Gap has unveiled its autumn 2025 Better in Denim campaign, fronted by global girl group Katseye.
Fashion : Nostalgia : Pop Culture
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN