The pendulum, which can be seen along London's Cromwell Road, will stop on the winner of the May 5 General Election and follows a similar campaign for the US Presidential elections last year.
The Time pendulum aroused huge interest on New York's West Side Highway and LA's Wilshire Boulevard last October when ad agency Fallon developed the concept of a pendulum swinging back and forward across US presidential candidates John Kerry and George Bush. Fallon is also behind the British pendulum.
Eileen Naughton, president of Time Magazine, said: "This billboard demonstrates how Time Magazine's Red Border/Know Why campaign uses virtually the entire environment as media, by bringing newsworthy events to the public in unique ways."
The campaign is being supported by an online competition 'Swing to Win' asking readers to reply to an email asking where the billboard is being shown for the chance to win a meal out for two at a London restaurant.
Time Magazine provides news, information and analysis to an audience of 27m readers worldwide, with a circulation of 5.4m.
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