National Express gets romantic

National Express has kicked off a TV campaign starring David Soul of Starsky and Hutch fame. From ad agency Isobel and production company HSI, the 60-second spot features Soul driving a National Express coach while singing his 1977 hit, Silver Lady.

national express silver lady

With summer glow visuals and Soul singing to camera throughout, the kitsch ad includes people travelling to a range of destinations, from globetrotting backpackers to a son visiting his mother.

Directed by ex-production designer Olly Williams - whose commercials credits include B&Q's Unleash - the campaign forms part of the coach company's Moments campaign, which focusses on the emotive reasons why people travel.

It ends with the hashtag Way To Go, and will be promoted via TV, print, outdoor, digital and social media. Ads will also appear on the back of National Express coaches.