Disney+ brings characters to life on London tube escalators

Disney+ has rolled out a playful out-of-home activation on the London Underground that turned everyday commutes into a moment of magic. The campaign featured a series of digital screens placed side by side along escalator walls, giving the illusion that iconic characters were riding alongside passengers as they moved. 

From Homer Simpson to Elsa and Buzz Lightyear, commuters were treated to the surprise of seeing their “spirit character” appear next to them mid-ride. The sequential placement of screens created an animated effect, making it feel as though the characters were gliding down the escalator in sync with the riders. 

The creative stunt was more than a simple placement — it was an immersive experience that transformed a functional urban space into a storytelling moment. By tapping into the excitement of spotting beloved Disney, Pixar, and Fox characters in an unexpected setting, the campaign managed to delight, entertain, and remind audiences of the expansive Disney+ content universe. 

Executed on one of London’s busiest transit networks, the activation leveraged high dwell-time areas where commuters were likely to notice and engage. The format not only maximized visibility but also encouraged social sharing, as many riders captured videos and photos to post online — extending the campaign’s reach far beyond the Tube itself. 

With this move, Disney+ demonstrated how OOH can blur the line between advertising and entertainment. Instead of just telling viewers what to watch, the platform let its characters “walk” with them, turning a mundane daily routine into a memorable brand interaction.