A passenger undertakes a journey that's both physical and metaphorical in a new spot from Sweden promoting SJ (Swedish Railways).
The ad, by TBWA/Stockholm opens on a middle-aged man sitting in a train carriage looking contemplatively out of the window at the scenery. As the journey progresses, he puts on a pair of earrings, then paints his nails. Eventually he gets up to move carriage, and steps into another car as a full-fledged, beautiful woman. As she emerges confidentally at the destination, the film ends with the words: "Whoever. Wherever."
The spot, directed by Anders Hallberg at B-Reel Films Stockholm, is set to a haunting track, Ida Redig's poignant cover of Swedish '90s dance hit "This Is The Way" by Eurodance musician E-Type.