C4 takes over London underground for New Year

Channel 4 is to become the first advertiser to take over every digital screen on the London underground with a New Year’s Eve advertising campaign.

The campaign, which showcases next year’s Channel 4’s shows, will include three 40-second video clips of its TV stars becoming “increasingly more debauched” over the course of the night.

The “party carriage” video clips – which feature stars including Derren Brown, Jamie Oliver and Gordon Ramsey – aim to mimic a typical commuter using the tube to get to, and from, New Year’s Eve parties.

The videos will run from 6am on December 31st until “early morning” on January 1st.

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