ITV takes over London Underground DOOH screens with play on Brit Awards 'cape gate'

ITV is taking over all of the London Underground digital escalator screens with a cheeky play on Madonna's cape getting caught during a performance at the Brit Awards last year.

A trophy with a cape begins at the top of the escalator and falls to the bottom and, as it passes across each screen, the copy says: "amazing live TV is hard to pull off".

The work was created by Joanna Ridley at ITV Creative, with design and animation by Mainframe. Mindshare handled the media planning and buying.

ITV's coverage of the Brits kicks off at 7pm tonight on ITV2 and the awards will be shown on ITV at 8pm. The digital out of home campaign will begin today at 5pm.

Simon Ricks, the marketing manager at ITV, said: "Amazing live TV, and capes no less, are notoriously hard to pull off.

"What better way to celebrate one of the biggest live TV events of the year than with a fun piece of contextual media placement."

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