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Ad of the Day

Amtrak "Kids Repeat"

Brand: Amtrak Passenger Rail Service
Agency: Arnold Worldwide
Review Date: March 12, 2009

It's fun to watch kids experiencing the joys of childhood. It's less fun to watch them mimicking the frustrations of adulthood. So, while this spot for Amtrak via Arnold in McLean, Va., vividly makes its point that travel by car or plane can be exasperating, it may not leave you with the intended warm-and-fuzzy feeling about train travel. The glimpse of a kid enjoying his electric-train set gets less screen time than scenes of kids pretending to be stuck in traffic jams, enduring airport takeoff delays, etc. So, having shown us people in a bad mood, it hasn't put us in the good mood we'd need to be in to accept the notion that the childhood pleasure of playing with toy trains is a reliable indicator of how we'll feel about traveling via the modern-day Amtrak -- which, needless to say, has been known to inflict its own delays on passengers. --Mark Dolliver

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Overall rating:

) Great

10 Comments

1. At another agency comments:

March 20, 2009

The spot is right. It works. Just the way it is. All the "would have liked to see...would be better if..." would not make the spot better, only different. Congragulations Arnold. Well done.
2. Jon comments:

March 18, 2009

I thought this was one of the best ads I've seen for quite some time.
3. Todd K. comments:

March 14, 2009

Yes, they should have had an Amtrak Genesis locomotive (P42) or PH59II and nice Superliner or blue Surfliner cars on the train set. Otherwise, nicely done.
4. Paul Calmes comments:

March 13, 2009

Makes the point about frustrating transportation options and keeps my interest to the end where I get the positive transportation option. I lettle more of the model train scene would have added more fun to the mix.
5. Pexpress comments:

March 13, 2009

Loved it
6. Adam Voysey comments:

March 12, 2009

Convey comfort & relaxation from inside an Amtrak train- same kids and script... - with relaxed knowing adult listening in and nodding agreement . What could have been ..
7. Roy Inman comments:

March 12, 2009

I thought the ad was just about right. It follows along the now established path of understating the product. Some ads for jeans, for example, hardly show the product. The powerful close-ups and sound over caught my attention and even though I knew it was an ad for Amtrak, it was intriguing and made me wonder what the ending would be like. It was, in other words, sort of a surprise ending. If the model train would have been an Amtrak, the more-or-less surprise ending would have been spoiled. Nothing in the ad was expected which helps it to stand out.
8. George Zimmer jr comments:

March 12, 2009

i thought it was a very nice commercial would like to see more like it
9. Tracy Hill comments:

March 12, 2009

I like the ad, but agree with what you are saying. I would have loved to see the toy train be an Amtrak train, then cutting to the real Amtrack train coming out of the tunnel, then cutting to a family or couple that is obviously having a relaxing train ride, etc. I think the VO would then have a bit more impact.
10. Ed Kramer comments:

March 12, 2009

It is good to some extent. Not enough brand/product exposure