SJ is Scandianavias leading Rail company. It's a fact that trains are the best environmental choice. No other form of public transport is as eco-friendly as trains. SJ's marketing strategy focused on the environmental issue. The illusion of a true hero is usually associated with an achievement in sports or science. Instead, this ad is a beautiful tribute to all the everyday heroes choosing the train for transportation. And with a little help from Mr. David Bowie, we feel that we reached our goal successfully.