Digital and direct choice: Southern Railways

I was in Victoria Station in London last month, and I saw the bizarre spectacle of a fat Mexican wrestler reminiscent of Jack Black in Nacho Libre waltzing around bemused travellers on the concourse.

With balls of steel (which were as near as dammit on show, thanks to his splendid costume), he had few inhibitions and got a mass of smiles from the waiting travellers, a few of them somewhat uncomfortable.

A quick glance around and I saw that a film crew was busy capturing every single moment. A couple of weeks later and I got my simple mailer from Southern Railways about 'Going Loco' - Loco Toledo being the name of our wrestler.

Check out the Southern Railways website and you'll see him in all his glory. Bonkers, irreverent and downright fun, I can't help but like this campaign. It's from the guys who brought you Comparethemeerkat, who know a thing or two about PR and online awareness. Loco's already on YouTube and has his own Facebook page. Expect to see him all over the place. I look forward to it.

Agency: The VCCP Partnership.

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