“Channel 4 is to become the first advertiser to take over every digital screen on the London underground with a New Year’s Eve campaign featuring 16 stars including Jamie Oliver, Zooey Deschanel and Gordon Ramsay.
The campaign, which showcases next year’s Channel 4′s shows, will include three 40-second video clips of its TV stars becoming “increasingly more debauched” over the course of the night.
The “party carriage” video clips – which feature stars including Derren Brown, Alan Carr, Jon Snow and Kirstie Allsopp as “unlikely tube fellows” – aim to mimic a typical commuter using the tube to get to, and from, New Year’s Eve parties.
The videos will run from 6am on 31 December until “early morning” on 1 January.
Channel 4 said the first video clip will see its stars travelling on the tube “side by side, minding their own business, on their way to their respective big nights out”.
Later on, the scene will change and become “increasingly more debauched featuring Channel 4 stars looking slightly the worse for wear”.
Digital poster panels on escalators will appear to show Channel 4 talent travelling alongside commuters to catch the tube.”
Read more at The Guardian