Highly Recommended.

Given the obvious retort, the longevity of this image in bus shelters across Melbourne continues to surprise me.


Well, if it was that uncrowded, I'd prefer public transport, too.

You'd think in the current climate of seething commuter frustration over chronic overcrowding, Metlink would take an ad like this down out of embarrassment. But no, they leave it up and, like an armpit in peak hour, they rub our faces in it. They even put up a billboard to make sure we got the message.


I mean, how can anyone take this ad seriously? How could those who approved the image have seen it and not thought, "Wow, we're kind of leaving ourselves wide open with this one, hey? Um, what else have you got?"

Something a little more reflective of reality may not excite the Metlink marketing department, but at least it gives potential commuters a better idea of what to expect, wouldn't you say?


And their next attempt on the theme wasn't much better. "How can we make public transport more appealing?"


"Well, we could tell people it's like travelling beneath a giant shark!" What?

And then along came a whimsical little campaign where some folksy fellow (who bore a striking resemblance to the delightful Frank Woodley), highly recommends I get on the bus.


Just weird.

First of all, who is this man and why should I listen to his opinion on buses? What does he know about them that I don't? More importantly, what does he know about me and my particular transport needs? Nothing! The arrogance of him to suggest I need to do anything.

Secondly, why is he highly recommending the bus but not other forms of public transport? Are buses now fully fitted out with Human Touch massage chairs perhaps? Because I'd go out of my way to catch a bus with Human Touch massage chairs on board. Is that what he means? Who knows. He doesn't expand. He just waves and tells me again to get on the bus.

But most importantly, what's with the wording? I highly recommend you get on the bus? Is it just me, or does that sound like a threat? Thinly veiled and menacing, delivered through gritted teeth, like you wouldn't want to find out what'll happen if you don't get on the bus. Don't make the man with the acoustic guitar mad. You wouldn't like him if he was mad. "Nice little car you've got here. Be a shame if something… happened to it, you know? If it had a little… accident, you know? I highly recommend you get on the bus." Shudder.

And would it be unkind of me to ask if you're highly recommending the bus to people with myki cards? Yes, it would be unkind. I know your campaign pre-dates the "launch" of myki. That was a cheap shot. I apologise.

Then a few months later it was revealed the man didn't just look like Frank Woodley, it was Frank Woodley!


Well, ok; now I know who you are, but I'm still not sure why you're qualified to offer an opinion on the merits of travelling by bus. In fact, if your regular job is telling jokes, how do I know I'm now supposed to be taking you seriously and not waiting for a punchline? How do I know you've even ever travelled on a bus and aren't just being paid to smile and play a quaint little jingle for us?

Because I'll tell you what I do know: when I used to catch the bus, I found them to be highly unreliable. I spent more time than you'd believe standing at a stop, staring off to the horizon, waiting for a bus that never turned up. It happened so often that eventually a friend highly recommended I get a bike. Which I did, and my journey to and from work has been the better for it ever since.

I don't know. Public transport just doesn't seem like it should be so hard to advertise. We lurch from one lame campaign to another, and even when they get it right, they still manage to get it wrong. Not even bringing Harry Connick, Jr. on board worked. In fact that campaign was arguably the greatest train wreck of the lot. Shudder.

Here, I've got a recommendation of my own. You know what I love about public transport? I love getting to read my book. Or watch TV on my iPhone. I love getting to stare out the window and daydream – or close my eyes and doze – without the fear of crashing into anything. I love not having to buy petrol or pay for parking. I love not having to worry about what speed I'm doing or whether I can make that orange light before it turns red. I mean, there's your campaign right there, Metlink. Focussing on the benefits rather than trying to be too clever is highly recommend, and I think you'll find your customers will prefer it.

UPDATE
I've since learned that the shark pictured above is a whale shark; a breed often used by shark aficionados to counter the popular misconception that all sharks are ferocious man-eaters. Don't think you're safe in you're plankton though, because the whale shark murders them by the boatload. So, it's not the deadly killing-machine I'd been counting on to support my argument, but I still say using any shark to sell PT is an odd choice. In advertising instinctive responses are important, and my first response was SHAAAAAARK! I only learned it was a loveable whale shark by asking friends, and then of its preference for plankton over warm human flesh only by extended reading on the Internet. By contrast, 0.125 seconds after seeing the poster I'd decided that if that's what public transport is like, I'll see you tomorrow from behind the wheel of my car. Shark.

UPDATE 2
Incidentally, did you note the freelance editorial update to the Metlink billboard above? Some activist has clambered up there with a spray can and crossed out 'public transport' so the message reads, 'Nature prefers a nuclear free future. Habitit.' How odd. I mean, if you're going to vandalise a billboard advertising public transport, shouldn't it be to make some kind of comment on public transport? Has Metlink started using nuclear powered trains? No? Well why are you attacking their environmental message to promote your own? A little selfish, isn't it? It's great that you care about the environment, but so does Metlink. They're on your side, friend. Or were, until you climbed up and ruined their ad.

UPDATE 3
Got off at Flinders St Station today noticed this little poster.


Good point, Metro! You've convinced me. That wasn't so hard now, was it? Not sure why you're putting it up at a train station though? Preaching to the converted, aren't you? I mean, everyone reading your good sense is already going on, taking the train, right? Surely you'd be better off getting your message out somewhere like, oh, I don't know, somewhere there are people in cars reading road maps? Just a thought.