COME ON MY 2 HOUR OFFICE COMMUTE WITH ME (late edition)

@lilymayedwards

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Promoted product

Network Rail

Why it worked

The video uses a relatable 'day-in-the-life' vlog format to build trust before pivoting to a serious safety message, making the sponsored content feel like a genuine piece of advice rather than a traditional advertisement.

Summary

The creator vlogs her morning commute to work, which serves as a platform for a safety partnership with the rail industry. She uses her own experience of being late to warn viewers against taking dangerous shortcuts across railway tracks.

Structure

1Creator starts her morning commute while running late
2She documents her journey to the train station
3She introduces a hypothetical shortcut across the tracks
4She stops the narrative to deliver a safety warning
5She reveals her partnership with the rail industry
6She concludes by emphasizing that safety is worth more than saving time

Product placement

Network Rail: (a) it ACTS — the creator explicitly states she is partnering with the rail industry to share a safety message, and the video demonstrates the dangers of crossing railway tracks. Removing this partnership would change the core message and purpose of the video.

Original caption

AD A little reminder for my fellow commuters 🚂 when you’re running late, it can be very easy to think you know a quicker way… but a few minutes is never worth the risk! The people waiting for you would rather you arrived safely 💛 @railwaysafety #9to5life #CommuterLife #workcommute #networkrail #9to5

More from @lilymayedwards

On-screen text

COME ON MY 2 HOUR OFFICE COMMUTE WITH ME (late edition) 🚗⏰🚆☕️💅 right I'm running late to the office so come with me on my 2 hour commute and let's see if we can make it on time of course I did manage to quickly make a coffee before I left though as you guys know this is an essential for my long commute okay first things first let's get to the train station honestly this is so typical of me today it is a super busy time for me at work because it's right before Welcome Week which is one of the busiest time of year if you work at a university. I made it onto the train and my journey was spent reading and forgetting that I was actually running late there is actually a shortcut across the railway that I know would get me there a few minutes earlier stop right let's actually stop there for a second because that thought "oh I know a shortcut it'll save me a few minutes" is exactly the kind of decision that is really easy to make when you're already running late even if you know the route and you've done it before you can't know what's coming trains can be faster and quieter than you expect and just because you've taken that shortcut before that doesn't make it safe so I'm proud to be partnering with the rail industry to share this message and remind you to know when to stop because it's something that can be so easy to overlook when you're just trying to get somewhere quickly anyway I took the proper route and eventually made it to work a few minutes off your journey is never worth the risk so please make sure you know when to stop

Transcript

Right, I'm running late to the office, so come with me on my 2 hour commute and let's see if we can make it on time. Of course, I did manage to quickly make a coffee before I left though, as you guys know this is an essential for my long commute. Okay, first things first, let's get to the train station. Honestly, this is so typical of me today. It is a super busy time for me at work because it's right before Welcome Week, which is one of the busiest times of year if you work at a university. I made it onto the train and my journey was spent reading and forgetting that I was actually running late. There is actually a shortcut across the railway that I know would get me there a few minutes earlier. Stop. Right, let's actually stop there for a second, because that thought, "oh I know a shortcut, it'll save me a few minutes" is exactly the kind of decision that is really easy to make when you're already running late. Even if you know the route and you've done it before, you can't know what's coming. Trains can be faster and quieter than you expect, and just because you've taken that shortcut before, that doesn't make it safe. So I'm proud to be partnering with the rail industry to share this message and remind you to know when to stop, because it's something that can be so easy to overlook when you're just trying to get somewhere quickly. Anyway, I took the proper route and eventually made it to work. A few minutes off your journey is never worth the risk, so please make sure you know when to stop.