putting a winter smile on your face

This is the new campaign from South West Trains.

According to the client they are “looking to challenge the notion that January is a time to lock yourself away, by underlining the scope of our £10 and £5 off-peak return fare tickets. Friends and family of any age can take advantage of the entire South West Trains network to spend time together."

Unfortunately I don't really 'get' it. Anyone else?