Edinburgh and Manchester-based Leith has called on the talents of ‘So Rapid Crew feat. Lil’ Prices’ to rework So Solid Crew’s massive 2001 number-one hit from “21 Seconds” to “32 Minutes,” in tribute to the easy journey to Luton Airport from central London.
The music video is directed by Carly Cussen, who started her career in the London Grime scene working with the likes of Steflon Don, Lethal Bizzle, Becky Hill and Sabrina Carpenter. It introduces fake grime band So Rapid Crew feat. Lil’ Prices and humorously transforms the lyrics to the original to include lines such as “With plenty of seats for yo’ and space for yo’ bags to stow” and “Now we’re 31 minutes to go/from only a tenner or so/spend the rest on a travel pillow”. You’re guaranteed to have it stuck in your head for the rest of the day(io).
The campaign has been created to shatter the misconceptions of many that it takes over an hour from the capital to Luton Airport, whereas the journey by Luton Airport Express between London St Pancras and Luton Airport takes just 32 minutes and only costs around £10. The ads can be found on TV/VOD/radio/OOH (inc Special Builds) and digital – all targeted at the Greater London area – from 11/11/24.
Jenna Cowie, head of revenue and marketing at EMR said: “In our creative pitch, Leith identified journey time as the main obstacle for our target audience from choosing rail travel, many believed the journey to take 1 to 1.5 hours. So together we set a new mission to re-educate and show travellers in a new, bold and creative way, that you’re just 32 minutes from Luton Airport.”
Natalie Sanderson, Brand Manager for Luton Airport Express added: “The Luton Airport Express is one of London’s best-kept secrets. It offers a quick and cost-effective way to travel to London Luton Airport and start your break stress-free. We think this new campaign does a brilliant job of that, showing how we’re the convenient alternative to car and coach travel to the airport”
Ed Brooke, executive partner at Leith, said: “The client set us a challenge to be bold and cut through with our work – that’s one we always enjoy. 32 minutes has been a great project to work on with some standout talent and the resulting campaign is memorable, fun and uplifting – not taking itself too seriously but seriously disrupting a sector that can be quite samey.”
