Leith collaborates with ‘So Rapid Crew’ to remix a classic track, spotlighting the swift journey to Luton Airport.
- The catchy campaign reimagines a 2001 hit to highlight a quick 32-minute trip from central London.
- Directed by Carly Cussen, the music video features humour-filled lyrics promoting Luton Airport Express.
- Campaign targets misconceptions about Luton Airport’s accessibility from London.
- Advertisements rolled out across multiple platforms in Greater London starting 11th November 2024.
Leith, based in Edinburgh and Manchester, has joined forces with the ‘So Rapid Crew featuring Lil’ Prices’ to deliver a fresh take on the 2001 chart-topping hit ’21 Seconds’ by So Solid Crew. The reworked song, now dubbed ’32 Minutes’, serves as a tribute to the seamless and quick journey from central London to Luton Airport. This initiative ingeniously combines music and marketing, aiming to transform public perception regarding travel time to the airport.
The music video, directed by Carly Cussen, who is well-versed in the London Grime scene, encapsulates the campaign’s vibrant spirit. Cussen, known for her work with prominent artists such as Steflon Don and Lethal Bizzle, uses the video to introduce the fictitious band, So Rapid Crew. The song’s lyrics are cleverly reimagined to include lines like ‘With plenty of seats for yo’ and space for yo’ bags to stow’ and ‘Now we’re 31 minutes to go/from only a tenner or so/spend the rest on a travel pillow’. This humorous approach ensures the tune is memorable and engaging.
The primary goal of this campaign is to dispel common beliefs that the journey from the capital to Luton Airport exceeds an hour. In reality, the Luton Airport Express offers a swift 32-minute ride from London St Pancras, priced around £10. The campaign rolls out across various media platforms such as TV, digital, and radio, predominantly within the Greater London area, beginning from the 11th of November, 2024.
Jenna Cowie, EMR’s head of revenue and marketing, remarks on the creative endeavour, stating that Leith effectively identified travel time as a significant hurdle deterring potential rail users. This collaboration sets out to educate and attract travellers through innovative and striking presentations. Natalie Sanderson, Brand Manager for Luton Airport Express, describes the service as one of London’s lesser-known advantages, providing a fast and cost-efficient route to the airport, thus minimising travel-related stress.
Ed Brooke, executive partner at Leith, shares insights into the creative process, highlighting the enjoyable challenge of crafting bold and disruptive work. This campaign stands out in a typically monotonous sector, defined by its memorable and uplifting approach that doesn’t take itself too seriously. Ultimately, the campaign not only entertains but also significantly disrupts existing market narratives.
Leith’s campaign successfully reshapes perceptions of Luton Airport’s connectivity from London, combining creativity and factual revelation.
