In a 30-second TV spot, we needed to get people to understand that CSX and its freight trains have a very real and positive impact on their lives and the environment. In a time when environmental consciousness is at an all-time high, our message focused on the surprising fact that CSX trains move a ton of goods 436 miles on a single gallon of fuel. It was important for our story to feel real and authentic, giving the brand credibility. We also set out to give an industrial company a contemporary, human face. The spot ran on national TV in the United States.