Greater Anglia and C2C encourage the public to drop the robot routines

Drop the Robot is the first campaign for the railway from Pablo London

By Creative Salon

30 October 2026

This week, rail operators Greater Anglia and c2c, from the integrated railway of GBR Anglia, have launched their first campaign since moving over to Pablo, “Drop the Robot”. The ad builds on the platform “It’s Great out There” and uses the iconic red hare to show a family of robots stuck in their routines of mindless channel hopping, scrolling, and screentime get transported via train to a great day out in the capital. The robots become more and more human as they enjoy a fun filled day at the iconic Natural History Museum ending in Hyde Park as they cycle off into the sunset.

The ad comes off the insight that due to modern life and technology many of us live our lives on autopilot, robotically repeating the same routines. An antidote to this is quality time spent with family and friends exploring new and exciting days out in London or in the many East of England destinations that Greater Anglia and c2c serve.

Studies show that when we engage in new and novel activities our brains form stronger neural connections helping us feel more alive and human again.

What makes this campaign particularly significant is that Greater Anglia and c2c are collaborating on this campaign with some joint creative that will be targeted to the Southend region.

Both operators serve the Southend market and provide connections into London. Rather than competing for people’s leisure journeys, the campaign focuses on the shared objective of encouraging more people to choose the train for a day out, whether they travel with Greater Anglia or c2c.

The collaboration also comes as the railway moves towards a more integrated future. It is a tangible example of Greater Anglia and c2c beginning to look at where working together can make sense for customers and the railway.

The campaign launches this week across TV, Cinema, Radio, OOH, social and digital.

David Metherell, Head of Commercial Development at Greater Anglia said: “This is the first joint campaign between Greater Anglia and c2c and demonstrates how the railway is already beginning to work more collaboratively as the industry moves towards a more integrated future. Most importantly, it's about inspiring more people to choose the train and enjoy memorable days out across London and the East of England.”

Louise Rudaizky, Managing Partner at Pablo said: “This work has been a long time in the making and it’s so good to see it out in the world. It’s the first time the two networks, Greater Anglia and C2C, have spoken together inviting people to get into London and enjoy themselves.”