---
title: "Storyboard for Denmark's longest TV commercial — DSB"
description: "Conceived and storyboarded DSB's commercial with Iggy Pop's The Passenger – aired in 30, 60 and 90-second versions, the 90-second cut made for cinema."
canonical_url: https://www.blackbook.dk/en/portfolio/dsb/
md_url: https://www.blackbook.dk/en/portfolio/dsb/index.md
language: en
last_updated: 2026-09-14
---

# Storyboard for Denmark's longest TV commercial — DSB

Conceived and storyboarded DSB's commercial with Iggy Pop's The Passenger – aired in 30, 60 and 90-second versions, the 90-second cut made for cinema.

> Alternate (Danish): https://www.blackbook.dk/portfolio/dsb/index.md
> Published by: Blackbook — founded by Jeppe Sloth Carlsen (https://www.blackbook.dk/en/about/)
> Publisher ID: https://www.blackbook.dk/#organization
> Founder ID: https://www.blackbook.dk/#person-jeppe
> Delivered at: Bates Young & Rubicam (1998–2001)
> Topics: Creative Direction, Motion & Video, Public Sector
> Part of: Blackbook — digital design agency, Copenhagen (https://www.blackbook.dk/en/)
> Client: DSB
> LLM reference: https://www.blackbook.dk/llms.txt
> Full reference: https://www.blackbook.dk/llms-full.txt
> Markdown sitemap: https://www.blackbook.dk/sitemap.md
> Preferred citation URL: https://www.blackbook.dk/en/portfolio/dsb/

## Commercial — DSB

"If time matters"

Concept development and storyboard for what was arguably Denmark's longest commercial, produced for De Danske Statsbaner (DSB). The message this time was not trains versus cars, but rather the travel experiences to be had along the way. The storyboard was animated from still images in Flash, accompanied by Iggy Pop's The Passenger. DSB was so pleased with the final commercial that in addition to broadcast versions of 30 and 60 seconds, a special 90-second version was also edited for cinema.

Credit: AD: Claus Møllebro, Copywriter: Jakob Blom, Production: Sonne – now [Duckling](http://duckling.dk/)

## What the case shows

- Video: video presentation
- Video: video presentation
- Video: video presentation
- Image: Motion design logo animation for DSB's commercial campaign featuring dynamic visual identity

## Services used on this case

- [Creative Direction](https://www.blackbook.dk/en/services/creative-direction/)
- [Motion & Video](https://www.blackbook.dk/en/services/video/)
- [Public Sector](https://www.blackbook.dk/en/services/public-sector/)
- [Brand & Campaigns](https://www.blackbook.dk/en/area/brand-campaigns/)

## Facts

- Role: Digital Director / Webdesigner at Bates Young & Rubicam (1998–2001)
- Client: [DSB](https://www.dsb.dk)

## About Blackbook

Blackbook is a Copenhagen digital agency blending creativity and technology across UX, branding, websites and eCommerce.

Areas of expertise:

- [Apps & Products](https://www.blackbook.dk/en/area/apps-products/index.md)
- [Brand & Campaigns](https://www.blackbook.dk/en/area/brand-campaigns/index.md)
- [Websites & eCommerce](https://www.blackbook.dk/en/area/websites-ecommerce/index.md)

Key figures:

- 250+ Digital projects
- 150+ Clients
- 15+ Fortune 500
- 5+ Top 100 Brands
- 25+ Years experience

## Site

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