The print and outdoor campaign is appearing in copies of Time Out and at various poster sites around the capital. The aim of the ads is to promote the magazine's range of "2for1" offers at a variety of venues and exhibitions in London.
The creative uses photographs of Londoners involved in everyday activities -- from people ordering food at a cafe to suited commuters walking into work. However, the commonplace has been tweaked to look out of the ordinary.
People in the ads have had a variety of bright, cartoon-style tourist garb superimposed over them -- from bright red baseball caps adorning the heads of miserable-looking commuters, to an "I heart London" T-shirt on a lady in a cafe.
At the top of the ads, the bright yellow slogan reads: "Be a Tourist in Your Own City -- 2for1 London with Every Issue".
The campaign broke last week and will run alongside the Time Out promotion, which ends on August 28. The offer includes "2for1" deals for the Imperial War Museum's Great Escapes exhibition, meals at Wagamama Noodle Bars and tickets for Catamaran Cruisers.
Mother was appointed by Time Out to handle the one-off brief earlier this year.
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