The broadcaster is piloting a campaign using Viacom's digital escalator panels in Tottenham Court Road tube station. They display sequenced messages, which appear to follow passengers down the escalators as if they are being trailed by a PI.
Messages are superimposed on a fuzzy, CCTV-style backdrop and climax with an image of Ray Winstone and the strapline: 'Vincent. The Daddy of all Private Investigators.'
The campaign was developed by digital agency Play.
Play managing director Jon Sharpe said: "The digital escalators panels are an exciting development in outdoor media and perfectly suited to the effect we wanted to create with this campaign. As more traditional media channels become digitised, the onus is on agencies to think innovatively."
In Vincent, being shown on ITV1 on Mondays at 9pm, Winstone portrays a workaholic, headstrong PI who forgets he is running a business and gets too involved in his work.
The cast includes Joe Absolom as Vincent's junior PI, Robert, and former Coronation Street actress Suranne Jones as Beth.
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