Joe Marler lounges in ‘living billboard’

Celebrity Traitors star Joe Marler kicked off loveholidays’ Black Friday campaign this week by lounging in the sun, cocktail in hand.

Inside a billboard.

The Shoreditch-based stunt, created by ARK Agency and produced by Creative Giants, has gone viral after commuters spotted a man seemingly enjoying a warm-weather break in a glass-fronted billboard, while the city shivered outside.

The surreal installation left TikTokers debating whether it was CGI, a looped video or a real person with serious holiday vibes.

The billboard, located opposite Boxpark Shoreditch, has become a live spectacle, with fans interacting with the ‘holidaymaker’, and racking up plenty of views online.

The campaign highlights how winter darkness impacts Brits’ wellbeing, and how the promise of a sunny escape can lift the mood.

Research from loveholidays found nearly 60% of Brits commute entirely in the dark during winter.

“We’re delighted with the result,” said Al Murray, CMO at loveholidays. “This billboard doesn’t just advertise sunshine – it gives people a moment of it.”