could we take the Marmite approach to selling bus travel?

Several years ago a young creative team was tasked with developing an ad campaign to sell Marmite.

One of the duo absolutely loved the taste and smell, while the other found both abhorrent. And that, in a nutshell, is where the 'Love it or hate it campaign' came from. A product truth that the client was brave enough to run with, and still see it running years later.

You can read more about it here.

Could those who sell bus travel be more realistic with their claims, too?

One long-standing problem with the promotion of bus travel is that everyone hypes it as the transport holy grail. 'Get the bus people, it's quicker, it's greener, & it's cheaper than everything else'- when the truth is for most people, most of the time it really isn't.

So why not be honest and admit that. Rather than saying the bus is the solution all the time, acknowledge it could be the solution just some of the time, instead? 

It's much less of a bolder claim but one people could find more believable in the long run.