Titled "Break the travel quo," the four 30-second videos created by FCB Global focus on the headaches of traveling with Amtrak's competitors, from highway traffic to Wi-Fi to baggage. The campaign launches amid flat national rail ridership, with Amtrak reporting just above 30 million passengers for the last six years.
"As soon as you say 'train' people shut down," FCB Chief Creative Office Ari Halper said in a statement. "We had to find a Trojan Horse through their defenses, which is why we masqueraded as the perfect airline. In many ways, that's exactly what we are, just without the wings."