Taxi Media is handling the new digital campaign, which is running on screens in the back of five London taxis. It is the first time the seven-inch screens will be used for a promotional film rather than spot ads.
England Captain David Beckham and rugby stars Jason Robinson, Brian O'Driscoll, Gavin Henson and Paul Sculthorpe will all appear in the 13-minute promos for Gillette's M3Power Nitro razor.
Taxi Media is also running livery ads for the campaign on 450 taxis nationwide.
The interior screens can allow updating throughout the day via 3G networks, although the Gillette promotion will not be using this system.
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