Metlink uses parody to target young commuters
Metlink, Melbourne’s public transport body, has enlisted the help of local comedian to write a parody of a self-penned song to promote its new customer tools to younger commuters.
Australian comedian, actor and songwriter Justin Heazlewood known as the Bedroom Philosopher, has taken his song Northcote (so hungover) – which reached number 12 in the independent singles charts this year – and written a parody version for Metlink called, Hurtsbridge (so sober). Both Northcote and Hurtsbridge are Melbourne suburbs.
The new version contains pop culture references and transport jokes. He also references how Metlink can help commuters save time across all modes of transport through its journey planner, iPhone app, the mobile departure board and downloadable timetables.
The song is being promoted through chalk stencils across Melbourne stations and universities. The campaign is being driven by Currie Communications.
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Well done guys! First entertaining ad I’ve seen in donkey’s!
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very funny and pertinent for (some of) the melbourne commuters. damn hipsters
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Honestly? Two anon comments both thinking it’s good? Really? I think it reeks of Astroturf…Tim?
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I don’t know whether to be offended that I’m the demo they’re targeting and this guy is .. let’s face it, a moron or amused that the format of the ad is quite different.
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Can Metlink use The Bedroom Philosopher for every ad campaign they ever do from now on? Thanks.
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“and we can write the soundtrack to an ad of our choice… no man we haven’t sold out”
We can’t make your train run on time but we can spend a lot of money advertising and developing technology that might, maybe, sorta, could able tell you how late it is going to be.
There’s not much point having systems that help you plan a trip when 2 out of 10 times the trams or trains don’t actually run to schedule.
The advert is cute though. Was made by the same company did the Lawrence Leung “don’t be a dickhead” campaign?
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