DIGITAL ADVERTISING CONCEPT. This advert can be used for most digital outlets but was originally intended for use on the London Underground. As most of the escalators on the London Underground have multiple screens, the advert gives the impression that the Lucozade bottle is travelling up and down the escalator. This could simulate how commuters are always in a rush. Tag lines could include, for example, “Move fast, stay energised”. The advert could also be seen at bus shelters and within shopping centres.