Channel 4 Down the Tube

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British television network Channel 4 took over the London Underground’s digital signs on New Year's Eve to promote its upcoming January shows.
 
It was the first-of-its-kind as Channel four had exclusive rights to advertise on the digital signs in the London subway system utilizing all 1,420 screens, starting at 6 a.m. on New Year's Eve through the early morning hours on New Year's Day.
 
"Channel 4’s domination of our entire central London digital estate demonstrates the creative flexibility, high impact, and audience reach our screens can offer," said Jason Cotterrell, country director at CBS Outdoor UK.
 
The creative was produced by its 4Creative in-house agency featuring stars of its game and comedy shows looking as though they're celebrating the new year right along with London revellers. For instance, passengers on station escalators could see celebrities "riding" the escalators next to them on digital signs and as the evening progressed, the celebrities began to look "increasingly more debauched."
 
Personalities featured in the promotion include celebrity chefs Gordon Ramsay and Jamie Oliver, "Chatty Man" Alan Carr, and Zooey Deschanel.
 
"It's fantastic that we've been able to bring together all our Channel 4 friends for this celebratory campaign showcasing the big January shows," Sarah Owen, Channel 4's head of marketing, said in the Channel 4 post.