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SJ “Heroes” 2007

SJ “Heroes” (2007) is a SJ commercial directed by Jesper Ericstam for King, produced by Social Club. It won one award: Epica 2007 Bronze Transport & Tourism.

A diverse group of people travel by train, highlighting the comfort and environmental benefits of choosing rail travel, set to a classic song.

Video: Social Club on Vimeo

Shot by shot

  1. A man with long hair and a mustache, wearing a dark jacket, runs with a determined expression against a bright sky with power lines.© SJ0:00
  2. A man in a black leather jacket stands on a train platform as a freight train passes by, looking down at a bag on the ground.© SJ0:04
  3. A young man in a biker vest reads a magazine next to an older man sleeping on a train.© SJ0:08
  4. A young boy in a red cap and striped shirt peeks over the seat, smiling, while an older woman in a pearl necklace reads a book on a train.© SJ0:10
  5. SJ “Heroes”, shot 12© SJ0:16
  6. A male train conductor in uniform speaks into a microphone, looking out the window of a moving train, seen through a reflection.© SJ0:23
  7. A man with messy hair and glasses reads sheet music on a train, looking thoughtful.© SJ0:26
  8. A young man with headphones on is sleeping in a train seat, with sunlight on his face.© SJ0:28
  9. Two men sit opposite each other at a table on a train, talking, with a lake and trees visible outside the window.© SJ0:31
  10. Two men in suits on a train pass a magazine to each other, seen from between seats in the aisle.© SJ0:34
  11. A young woman with red hair, wearing overalls and a pink cardigan, looks out the window of a moving train, framed by two seats.© SJ0:37
  12. A young man with sideburns is seen in a medium closeup, eyes closed, head tilted back, appearing to be asleep or unconscious in a dark interior.© SJ0:40

Stills © SJ. Made by King, Social Club and Jesper Ericstam.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Everyday people are heroes for choosing green train travel.

Tagline: “Thank you all for choosing the greenest way to travel.”

slice of lifeeveryday heroesjourney montageclassic song coverenvironmental message

The cut

Length
51 s
Shots
30
Average shot
1.7 s

What creatives use SJ “Heroes” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of SJ “Heroes”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man with long hair and a mustache, wearing a dark jacket, runs with a determined expression against a bright sky with power lines.© SJA man in a black leather jacket stands on a train platform as a freight train passes by, looking down at a bag on the ground.© SJA young man in a biker vest reads a magazine next to an older man sleeping on a train.© SJA young boy in a red cap and striped shirt peeks over the seat, smiling, while an older woman in a pearl necklace reads a book on a train.© SJ
    Frames from SJ “Heroes”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of SJ “Heroes” in order, with its length, framing and what happens in it.

    A man with long hair and a mustache, wearing a dark jacket, runs with a determined expression against a bright sky with power lines.© SJA man in a black leather jacket stands on a train platform as a freight train passes by, looking down at a bag on the ground.© SJA young man in a biker vest reads a magazine next to an older man sleeping on a train.© SJA young boy in a red cap and striped shirt peeks over the seat, smiling, while an older woman in a pearl necklace reads a book on a train.© SJSJ “Heroes”, 0:16© SJA male train conductor in uniform speaks into a microphone, looking out the window of a moving train, seen through a reflection.© SJ
    Length: 51 s · Shots: 30 · Average shot: 1.7 s

  3. 03Ad ideas: every spot built on a slice of life

    Before you present an idea, you need to know who has done it, and how.

    SJ “Heroes” is built on a slice of life. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© Novartisadidas “Remember the Why”© adidasTyC Sports “Culo y Calzón”© TyC SportsBudweiser “True”© Budweiser
    Novartis · adidas · TyC Sports · Budweiser

More commercials by Jesper Ericstam

  • Allegro "English for Beginners" (2017) commercial still© AllegroAllegro “English for Beginners” 2017Dir. Jesper Ericstam · Bardzo (Warsaw)Epica Grand Prix 2017
  • Ikea "Nightwalkers" (2013) commercial still© IkeaIkea “Nightwalkers” 2013Dir. Jesper Ericstam · Akestam HolstEpica Gold 2013
  • Hyundai "Toy Boy" (2000) commercial still© HyundaiHyundai “Toy Boy” 2000Dir. Jesper Ericstam · Leo BurnettANDY Awards Distinction 2000
  • Electrolux "Wash Life Balance" (2025) commercial still© ElectroluxElectrolux “Wash Life Balance” 2025Dir. Jesper Ericstam · Publicis
  • Cross Country Trains "Breaking the Norm" (2024) commercial still© Cross Country TrainsCross Country Trains “Breaking the Norm” 2024Dir. Jesper Ericstam · McCann Erickson
  • Cheerios "Cheerios - Untitled" (2023) commercial still© CheeriosCheerios “Cheerios - Untitled” 2023Dir. Jesper Ericstam

More from King

Award-winning travel commercials

  • Royal Jordanian "Fear of Flying" (2018) commercial still© Royal JordanianRoyal Jordanian “Fear of Flying” 2018Dir. Omar Hilal · Memac Ogilvy AdvizeDubai Lynx Grand Prix 2018
  • Inspired by Iceland "Ask Gudmundur – The Human Search Engine" (2016) commercial still© Inspired by IcelandInspired by Iceland “Ask Gudmundur – The Human Search Engine” 2016The Brooklyn BrothersEffie Awards Grand Prix 2016
  • Embassy Suites Hotels "Austin" (2003) commercial still© Embassy Suites HotelsEmbassy Suites Hotels “Austin” 2003TBWA\Chiat\DayEffie Awards Grand Prix 2003
  • Travel Switzerland "THYLACINE - Swiss Sounds" (2026) commercial still© Travel SwitzerlandTravel Switzerland “THYLACINE - Swiss Sounds” 2026ADC Awards Gold 2026
  • DiDi "Yes, I DiDi" (2026) commercial still© DiDiDiDi “Yes, I DiDi” 2026Dir. Jim Hosking · Sunday Gravyshots Awards Gold 2026
  • Visit Sweden "The Swedish Prescription" (2026) commercial still© Visit SwedenVisit Sweden “The Swedish Prescription” 2026PRIME WEBER SHANDWICKClio Awards Gold 2026

Questions

Who directed the SJ “Heroes” commercial?

Jesper Ericstam directed it, produced by Social Club, for the agency King.

Which agency made SJ “Heroes”?

King created it for SJ (2007).

What awards did SJ “Heroes” win?

1 awards, including Epica 2007 Bronze Transport & Tourism.

What is the tagline of SJ “Heroes”?

“Thank you all for choosing the greenest way to travel.”

Sources for the credits and awards

web.archive.org