Management & Operations

Sound Transit campaign cheekily explores future travel tech mishaps

Posted on July 26, 2019

Screenshot of Sound Transit's new video campaign, which pokes fun at futuristic travel tech mishaps.
Sound Transit
Screenshot of Sound Transit's new video campaign, which pokes fun at futuristic travel tech mishaps.Sound Transit

Sound Transit launched a new video advertising campaign to promote the system while exploring the potential downsides of future travel innovations.

The campaign, “The Future is Sound,” consists of three thirty-second spots that highlight the travel innovations we’ve all dreamed about that may not be quite as great as we’ve hoped such as jetpacks and transporters, according to the agency.

In each video, people attempt their daily commutes using these innovations only to run into unexpected mishaps. “Malfunction” shows people lining up at a teleportation station where they experience a delay when only the torso of a man arrives on the platform. “Sorry” highlights the struggle two people face when navigating the skies on their jetpacks — it turns out they’re not the easiest to maneuver — while “Small Talk” shows another two jetpackers struggling to chat over the sound of their packs.

“Our direction to [advertising agency] was to help us continue to build awareness that thousands of people a day have already discovered a way around traffic,” Sound Transit’s Marketing Director, Tim Healy said. “And we are building today’s extensive transit network to offer more great transit options in the future.”

The spots, created by Seattle-based advertising agency Copacino+Fujikado, will appear in local broadcast, digital, and across social channels.

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