After two extremely tough winters the Swedish Rails (SJ) found themselves in big trouble in 2010. Trains where standing, alternative service where insufficient and information deficient. At this point SJ launched their up till this point biggest action program ever. Investments in trains, workshops and staff where made as well as a big reorganization. Information services where improved and expanded. And so on…But – would the Swedish public even bother to listen? No. First and foremost the public wanted to know that the Swedish Rails saw their own shortcomings. The public were angry.

So, with these commercials the Swedish Rail wanted say “We’re sorry” this to be able to tell all about the improvements made and waiting to be made, in ads in the biggest newspapers on internet and in PR.