# Risky Driving Ads The SJ Swedish Rail Campaign Offers a Smarter Way to Travel By Meghan Young | Published 2011-12-19 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/sj-swedish-rail-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/12/sj-swedish-rail-a-smarter-way-to-travel/) & [king.se](http://www.king.se/) Road trips might be fun, but more often than not the driver is stuck on the sidelines since they have to look after the safety of their passengers; but the SJ Swedish Rail campaign offers a great alternative. By taking the train, everyone can have fun! Although it targets the Swedish demographic, it offers a perfect solution for every driver around the world. Conceived and executed by King, an ad agency based in Stockholm, Sweden, the SJ Swedish Rail campaign centers around some risky business (though it, unfortunately, does not star Tom Cruise). From [kissing couples](https://www.trendhunter.com/trends/project-yellow-lights-love-story) to [drinking wine](https://www.trendhunter.com/trends/kitkat-phone-break) and [sleeping drivers](https://www.trendhunter.com/trends/in-search-of-sleep), this ad campaign covers almost all of the things a driver may want to do in place of actually driving. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 44% | Activity: 29% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **Smarter Travel:** SJ Swedish Rail's campaign offers a smarter, safer and more enjoyable way to travel through railways. - **Campaign Creativity:** Campaigns that feature risky and edgy contents, such as SJ Swedish Rail's campaign, can be more engaging and attention-catching to customers. - **Alternative Transportation:** Providing alternative transportation options, like railways, can be a more attractive offer for drivers who seek more comfortable and safer means of travel. ### Industries Being Reshaped - **Transportation Industry:** Railway companies can leverage SJ Swedish Rail's campaign and focus on campaigns that show railways as the safer, more comfortable and more enjoyable means of transportation. - **Advertising Industry:** Agencies can take inspiration from SJ Swedish Rail's campaign when creating campaigns for their clients and pitch risky but impactful ideas. - **Hospitality Industry:** Hotels and resorts can collaborate with railway companies, like SJ Swedish Rail, to provide customers with alternative transportation options, highlighting the convenience of travelling and staying in a hotel without the hassle of driving. ## Related on Trend Hunter - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Limited-Edition Rail Safety Beers](https://www.trendhunter.com/trends/rail-safety.md) - [Sober Driving Beer Campaigns](https://www.trendhunter.com/trends/when-you-drive-never-drink-1.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Road Safety Spirit Campaigns](https://www.trendhunter.com/trends/captain-of-the-night-campaign.md) - [Adventurous Roadtrip Retail Campaigns](https://www.trendhunter.com/trends/pilot-flying-j-see-you-out-here.md) - [Young Travellers-Targeting Campaigns](https://www.trendhunter.com/trends/progressive-insurance.md) - [Responsible Alcohol Consumption Campaigns](https://www.trendhunter.com/trends/call-it-a-night.md) - [Travel-inspired Brand Campaigns](https://www.trendhunter.com/trends/road-and-beyond.md)