Amtrak has launched new TV advertisements to promote its next-generation Acela trains.

Two commercials, titled ‘The Build’, a 30-second and a 15-second version, highlight the new trains’ electrifying speed, premium amenities, and smooth ride. With a polished, sleek aesthetic and confident tone, the production showcases Amtrak’s commitment to a new era of travel by train.

Amtrak followed a creative route in creating the advertisement to introduce its new fleet; it is both dynamic and has reimagined some of the normal guidelines followed by auto advertising. The accompanying music is modern and percussive sound, which produces a high-energy swagger, whilst next-generation visual effects animate the story.

Amtrak is running a national advertising campaign, ‘Retrain Travel,’ encouraging customers to consider the benefits of travelling by train compared with the many problems often encountered when travelling by plane.

The new advertisement has extended the original campaign to reflect a broader aim to change people’s perception of Amtrak and to reposition it as the number one choice for both premium and everyday travel.

Amtrak and its creative agency, Mekanism, worked with award-winning director Warner Shaw to produce the advert with a cinematic eye, while creative and production partners, Stept and boutique VFX studio ArtJail, ensured that while the production highlighted the technical features of the new trains, it also focussed the train’s design and its engineering innovations.

The advertisement is scheduled to be shown on television, cable TV, YouTube, and major subscription streaming platforms during many major events throughout the summer, including the Kentucky Derby, NBA Playoffs, and other live sporting events in key Northeast Corridor markets.

In February, Amtrak unveiled the first train in its new Airo fleet, and earlier this month, it started the procurement process for the largest order for new trains that it has ever placed.

“All of the distinct elements and benefits of our NextGen Acela fleet are reflected in ‘The Build’ to highlight what makes train travel so great. ‘The Build’ inspires customers traveling between Washington, DC and Boston by highlighting how they can comfortably speed past the cars stuck in traffic on I-95 and embrace some time for themselves.”

Eliot Hamlisch, Amtrak Executive Vice President and Chief Commercial Officer