Written by Kianna Best on Jan 9, 2024. Posted in General Interest

LNER introduces dancing mascot Eleanor in new campaign

Rail company LNER have started the year with the help of their new red headed mascot Eleanor for their Freedom All the Way campaign. As part of their partnership with M&C Saatchi London, the creative campaign sees the dancing puppet showing travellers all that can be done during a LNER journey, set to the tune of Fatboy Sim’s Weapon of Choice.

John Galloway, head of marketing, LNER, said, “We’re proud to unveil our new campaign, which reflects our new and improved customer experience and showcases a more modern brand and visual identity. Eleanor encapsulates the freedom of doing whatever it is you want to do when travelling on an LNER train – whether that’s catching up on work, spending time with friends or enjoying some downtime.”

Inspired by the video for Fatboy Slim’s record Weapon of Choice starring Christopher Walken, Eleanor is seen strutting down the walkways of the train past groups of travellers in the 60-second clip. With the words “you can go with this, or you can go with that” rhythmically chanting in the background, the commercial aims to highlight the many activities that can be accomplished whilst riding on the comfort of a LNER train, from impromptu picnics to competitive card games.

Matt Lee, executive creative director, M&C Saatchi, added, “How do you demonstrate the freedom you experience onboard an LNER train? By having a puppet called Eleanor dance through the aisles to Fatboy Slim’s 'Weapon of Choice', obviously. We’re delighted to launch this new campaign, featuring a show-stopping performance from Eleanor, who simply points out all the things you can do on an LNER train. A bit of lunch? A good book? A movie? Daydreaming? Time to yourself? Who wouldn’t go for that?”

Eleanor’s vibrant red hair is unescapable as the campaign is taking over the visual channels, from television to YouTube and all across social media. Highlighting the customer experience of LNER, Eleanor ends her journey through the train in her own seat, taking in first hand the rail line’s customer service. Following a four year creative partnership with N&C Saatchi, the latest campaign was spearheaded with the help of managers Saoirse O’Riordan and Liam Smallwood and designer Gareth Peate.

Image courtesy of LNER