The ad, created by M&C Saatchi, is an animated film telling the story of a mother whose child left his teddy bear on a train.
She speaks to a lady who works at East Midlands Trains who has a similar spare toy that she sends to the young boy with a note saying the teddy has been on holiday.
There will be two other ads telling similar heart-warming stories.
Nathan White and Ben Daly from M&C Saatchi handled the copywriting and art direction, respectively. The ads were co-directed by Daniel Frost and Paul Layzell through Blink Productions.
The campaign will also run across print, radio, online, social and out-of-home channels. Lida is also working on CRM and direct activity. Blue449 handled the media planning and buying.
M&C Saatchi won the account in 2008 and this is the first above-the-line campaign launch for the brand since 2011.
Kate Squires, the group marketing manager at East Midlands Trains, said: "We’ve recently announced that our franchise will be continuing to at least March 2018 and as part of that, we’re investing around £13 million in a package of customer improvements.
"It’s really important to us that our customers know how much we value them and the ways in which we can make their travelling experience a whole lot more enjoyable.
"We have some great people at East Midlands Trains, and by working with M&C Saatchi, we’ve managed to get across some important messages about our people and the service we offer to our customers."
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