Disney Plus brings characters to life on London Tube escalators

Disney+ pulled off a bit of London Underground magic, turning a mundane ride down the escalators into something unforgettable. Commuters suddenly found themselves travelling alongside the likes of Homer Simpson, Elsa and Buzz Lightyear. It wasn’t just a case of spotting a poster, this was an experience that quite literally moved with them.

Escalators become stages for storytelling

The Tube escalators are some of the busiest and most high-dwell spaces on the network. By using sequential digital screens placed along the sides, Disney+ created the illusion that its characters were gliding in sync with travellers. The result felt more like a film scene than an ad, with passengers treated to the surprise of their “spirit character” keeping them company.

This playful stunt reminded audiences of the streaming platform’s huge catalogue spanning Disney, Pixar, Marvel, Star Wars and Fox. More importantly, it showed how out-of-home advertising can blur the line between brand message and entertainment.

Why the Tube is perfect for creative campaigns

High-traffic stations across Zone 1 and Zone 2, such as Oxford Circus and King’s Cross St Pancras, are prime environments for brands. Commuters spend long stretches on escalators, making them more receptive to eye-catching activations. The Disney+ campaign proved just how powerful these moments can be when the creative execution is immersive.

Brands looking to stand out on the Underground often lean on formats such as:

• Escalator panels – offering a captive moving audience.
• Digital ribbons – dynamic placements with animated creative.
• Large format cross-track billboards – commanding full attention on platforms.

Each format can be tailored to specific brand goals, whether that’s storytelling, product launches or mass awareness. You can explore our full range of advertising formats to see which would suit your campaign.

The social media multiplier

One of the big wins from Disney+’s approach was how quickly it travelled beyond the Tube itself. Commuters filmed and photographed the escalator takeover, sharing it on social media. Suddenly, a campaign targeted at a London audience gained global visibility.

This amplification is a reminder that well-executed OOH is no longer just a static impression, it can spark content that lives on Instagram, TikTok and beyond. For mid-sized brands looking to punch above their weight, this kind of secondary reach is invaluable.

Inspiration for other brands

Disney+ is not the first to innovate with Tube advertising, and it won’t be the last. Fashion retailers, gaming brands and streaming platforms are all finding ways to inject personality into London Underground spaces. A carefully planned campaign in stations like Waterloo or Liverpool Street can turn thousands of daily journeys into memorable encounters with your brand.

The lesson is simple: London Underground advertising works best when it entertains as well as informs. Whether you are a challenger brand or an established household name, these unique spaces offer the chance to make a bold impression.

FAQs

How did Disney+ bring characters to life on Tube escalators?

By using sequential digital screens on escalator walls, Disney+ made it appear as though characters were gliding alongside commuters in sync with their movement.

Why is the London Underground effective for this kind of campaign?

Escalators and platforms have high dwell times, ensuring passengers have time to notice and engage with creative advertising.

Which Underground stations are best for brand campaigns?

High-traffic stations such as Oxford Circus, King’s Cross, Waterloo and Liverpool Street are popular due to their passenger volumes and visibility.

Can smaller brands use similar advertising formats?

Yes, escalator panels, cross-track posters and digital screens are scalable formats available for mid-level brands to reach London audiences effectively.