A new painted bus Routemaster format by Exterion Media has been unveiled in London, with Adidas kicking off as the first advertiser.
The sporting company saw 32 entire buses painted black as part of its “all in or nothing” World Cup campaign.
The 32 buses, one for each of the teams taking part in the tournament, took to the streets from Saturday 24 May and will be a fixture on the capital’s streets throughout the games.
Jason Cotterrell, managing director for Exterion Media UK, commented: “We’re particularly proud to be part of such a fantastic campaign with Adidas. Painting the entirety of one of our iconic New Routemasters is an entirely new approach to bus advertising and is guaranteed to turn heads on London’s busy high streets. The capital is the centre of creativity for advertising so we’re really looking forward to seeing what other brands can do to make the most of this incredibly powerful advertising platform.”
Exterion Media was given special dispensation by Transport for London (TfL) to paint the New Routemaster, with the format only set to run this year.
Leon Daniels, managing director of surface transport at TfL, added: “We’re really excited about this new and creative method for advertising on the New Routemaster. It’s an innovative way of celebrating the Year of the Bus which marks the vital role the bus network plays in the daily life of London and the wider UK economy.”
The campaign has been developed by Exterion Media in conjunction with Posterscope and Carat and TBWA.