TUI Cheeky Elves Campaign on the London Underground

TUI took a familiar Christmas idea and gave it a proper Tube sized stage. Instead of keeping the festive fun on TV, the brand brought its cheeky elves into busy London Underground stations using connected digital ribbon escalator ads. The result felt lively, well timed and built for the pace of a real commuter journey.

A Christmas Story Built for the Escalator

This campaign leaned into how people actually move through stations. Escalators create a natural viewing window. You have a steady flow of people, a fixed direction of travel and enough dwell time for animation to land.

TUI used that moment to run a short animated sequence that matched the setting rather than fighting it.

Where the Elves Appeared

The placements ran on connected digital escalator ribbon screens at three central stations

• Kings Cross St Pancras
• Oxford Circus
• Waterloo

What Made the Creative Feel Different

The campaign used a 10 second 3D animation designed specifically for the connected ribbon screens. That timing matters. It is short enough to stay punchy, but long enough for character and movement.

Key creative choices worth noting

• Character led animation that reads quickly
• Motion that travels across multiple screens in sequence
• A loop that keeps the story clear even if you join halfway through

The Luggage Belt Idea that Suited the Format

The narrative played on a holiday luggage belt theme. That is a smart fit for escalators and ribbon screens because the environment already suggests movement and journey.

On screen, the elves move from panel to panel in a smooth loop. They ride on top of suitcases and pass holiday visuals that link back to the wider Christmas campaign. It feels like the animation belongs in the station rather than sitting on top of it.

Timing and Seasonal Impact

The activation ran from 5 December to 18 December. That window hits peak festive travel. Shoppers, office parties and end of term journeys drive strong weekday and weekend footfall.

For brands, this is a useful reminder that the Tube is not just a January reset channel. December is packed with attention rich moments, especially in Zone 1 and Zone 2 where journeys stack up fast.

Takeaways for Brands Planning Tube Advertising

If you are taking notes for your own campaign, start with the format then shape the creative around it.

Practical lessons from this activation

• Design for viewing time and distance on escalators
• Keep the story simple so it lands at a glance
• Use motion with intent, not visual noise
• Pick stations where the audience matches the message
• Plan a schedule that matches seasonal behaviour rather than calendar dates

Plan Your Own High-Impact London Underground Campaign

At London Underground Advertising, we help brands plan and book Tube advertising that fits the message, the moment and the audience. From digital ribbons and digital 12 sheets to larger station takeovers, we will guide you on formats, stations and timings that make sense for your budget.

If you are ready to brief a campaign, get in touch with us today.

FAQs

What is the TUI cheeky elves London Underground campaign?

It is a festive Tube campaign where TUI used connected digital escalator ribbon screens to animate its cheeky elves across major central stations.

Which London Underground stations featured the campaign?

The campaign ran across Kings Cross St Pancras, Oxford Circus and Waterloo. 

What format did TUI use on the Tube?

Connected digital escalator ribbon screens, built for full motion creative and sequential storytelling.