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
Sherwin-Williams launches The Loneliest Colour paint campaign

News

Sherwin-Williams launches The Loneliest Colour paint campaign

For the last 14 years, Sherwin-Williams has celebrated a Colour of the Year. In 2024, the paint brand is taking a different tack, launching The Lon...
Design : Colour : Society
Peachy Den unveils heirloom collection celebrating female craftsmanship

News

Peachy Den unveils heirloom collection celebrating female craftsmanship

British fashion brand Peachy Den has unveiled the Peachy Preserve Series 1 Heirloom, a collection that pays homage to female craftsmanship through ...
Fashion : Sustainability : Peachy Den
Analyst Simar Deol's Foresight Friday

News

Analyst Simar Deol's Foresight Friday

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Simar D...
Foresight
Stat: British children want better access to nature and green space

News

Stat: British children want better access to nature and green space

A study from UK conservation charity The National Trust and children’s newspaper First News has revealed that 76% of children want to spend more ti...
Youth : Environment : Nature
The North Face explores identity and belonging in short film with Amira Patel

News

The North Face explores identity and belonging in short film with Amira Patel

The North Face has released a short film following Amira Patel on a formidable trek to the Annapurna base camp trek in the Himalayas.
Representation : Sports : Womenhood
Bolt invites kids to design human-centric future cities on a playmat

News

Bolt invites kids to design human-centric future cities on a playmat

Urban planner Lior Steinberg and Bolt, the shared mobility app, have joined forces with 37 children in Helsinki to re-imagine the conventional city...
Youth : Sustainability : Mobility
YouTube’s Multiview feature amplifies Coachella festival experience

News

YouTube’s Multiview feature amplifies Coachella festival experience

YouTube’s Multiview feature will now extend its reach to the Coachella Valley Music and Arts Festival.
Entertaintment : Music : Pop Culture
Stat: Brands must master immersive, social gaming to engage Gens Z and Alpha

News

Stat: Brands must master immersive, social gaming to engage Gens Z and Alpha

Livewire’s 2024 Next Gen Attention report reveals that Gen Alpha and Gen Z are more welcoming of brands in gaming than older generations.
Gaming : Youth : Branding
McDonald’s Canada drops nostalgic menu and music with Lil Yachty

News

McDonald’s Canada drops nostalgic menu and music with Lil Yachty

In a bid to harmonise the past with the present, McDonald’s Canada has unveiled the Menu Song Remix, a modern take on a classic jingle that has res...
Nostalgia : McDonald's : Food & Drink
Les Mills and Adidas unveil workout rewards programme

News

Les Mills and Adidas unveil workout rewards programme

Fitness platform Les Mills and sportswear giant Adidas are deepening their collaboration with the launch of Move, Earn & Swap, a rewards initiative...
Sports : Youth : Community
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more