A cat lapping up milk took over multiple digital screens at Times Square for three minutes as part of an art exhibition.
In place of the usual ads, every night for the whole of February, New Yorkers will be able to watch the cat drink milk just before the midnight chime.
The oddity appears as part of the Midnight Movement public art program to display synced art projects across a number of screens.
The initiative from the Times Square Advertising Coalition and Times Square Arts sees the creative displayed between 11.57pm till midnight.
— Matthew Marks (@MatthewMarks) February 2, 2016
— Times Square (@TimesSquareNYC) February 2, 2016
— Times Square (@TimesSquareNYC) February 1, 2016
The clip comes from Büsi (Kitty) by artists Peter Fischli and David Weiss.
If you're inclined to watch the full work, check it out below. Alternative check out previous takeovers here.