Eurostar’s bold spot, ‘Maybe’ wins the Thinkboxes

Thinkboxes winner September/ October 2013

Paris is one of the most-filmed and photographed cities in the world, but in Eurostar’s latest ad campaign, it opts for less-familiar images of the French capital, while still conveying its essence.

The 60-second “Maybe” creative, by Abbott Mead Vickers BBDO, uses a mix of film and photographs to show the rich variation of Parisian life, its quirky character and unusual locations, and the delights that visitors may stumble upon, with only the most fleeting of views of the Eiffel Tower.

It suggests that visiting Paris could be life-changing – the place where one might meet one’s future partner or simply return with curiosities.

The ad closes with an image of an empty seat on a Eurostar train, accompanied by the strapline “Stories are waiting”.

“The brand is about inspiring real connections between cities, cultures, people and businesses. So it was about the customers and stories and what they look for when travelling,” says Eurostar Marketing Director Lionel Benbassat.


There is the mirror film for London. The creative unveils the true side of each city; we wanted to find places people don’t know about. So it conveys the spirit of Paris without showing the obvious. The creative process was based on reality and capturing true moments of life.

Lionel Benbassat Marketing Director, Eurostar

Laurence Green, founding partner, 101, and Thinkbox Academy member, says: “A bold idea meets a brave client, and that rare beast, a commercial that has truth and texture, is born.”

  • Client Lionel Benbassat
  • Ad agency Abbott Mead Vickers BBDO
  • Creative team Adrian Rossi, Alex Grieve
  • Production HLA
  • Director Simon Ratigan

Other ads on the podium

Honda: Illusions (2nd

  • Creative agency Mcgarrybowen
  • Creative team Richard Holmes, Remco Graham
  • Client Martin Moll
  • Production company Gorgeous
  • Director Chris Palmer

John Lewis Insurance: Things Matter (3rd

  • Creative agency adam&eveDDB
  • Creative team Simon Lloyd, Christine Turner, Rory Hall, Steph Ellis
  • Client Craig Inglis
  • Production company Blink
  • Director Dougal Wilson

Also shortlisted

Smirnoff: Apple Bite

  • Creative agency Mother
  • Creative Mother
  • Client Karen O’Shea
  • Production company RSA
  • Director Johnny Hardstaff

VW: There's a Volkswagen for Everyone

  • Creative agency adam&eveDDB
  • Creative team Rick Brim, Dan Fisher
  • Client Volkswagen
  • Production company Stink
  • Director Ivan Zacharias

A view from a Thinkbox Academy member on this month’s picks…


...this month’s shortlist will, I’m certain, be warmly welcomed into the nation’s homes… All have bothered to be smart and engaging. Visually interesting. And single-minded.

Mick Mahoney Executive Director, RKCR/ Y&R

Click here to see who won the previous award

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