Joe Marler Kicks Off Holiday Mode Inside loveholidays’ Sun-Drenched Billboard

Commuters in Shoreditch have spent the week double-taking at a man who appears to be on holiday inside a billboard – a surreal street-side scene that has exploded across TikTok.

Videos show the man lounging in shorts and a shirt, drink in hand, despite London temperatures dipping to low single digits this week.

The strange sight sparked instant debate online, with TikTokers arguing over whether he was a hologram, looped video or an incredibly committed actor.

The viral billboard installation is from online travel agent loveholidays, a specialist in short and long haul package holidays, as part of its Black Friday campaign.

One clip from TikTok creator @shainagordon, posted on Tuesday night, racked up 1.8 million views within 24 hours as she filmed her disbelief.

Another user, @nasirkm_, became so invested in proving the man’s existence that he returned with a T-shirt with his face printed on it. He managed to get the billboard holidaymaker to wear it, sending commenters into hysterics.

The billboard was officially opened by Celebrity Traitors star and former England Rugby player Joe Marler on Tuesday, who was spotted relaxing on a sun lounger, reading a book and building sandcastles by morning commuters.

It was created to spotlight how the dark winter months impact Brits’ wellbeing, and why the promise of a holiday remains one of the nation’s most reliable mood-boosters.

Al Murray, chief marketing officer at loveholidays, said, “Discovering that holiday planning can meaningfully improve people’s wellbeing during winter inspired us to think differently. We’re delighted with the result; a billboard that doesn’t just advertise sunshine, it gives people a moment of it during a dark and cold day.”

The research of 2,000 working adults commissioned by loveholidays found:

● Full-time employees see just 90 minutes of daylight per week during winter months

● Over half of Brits (58%) head to and leave work in darkness, whilst 56% can go without daylight for four consecutive days

● Three quarters (76%) say a winter getaway would positively impact their mental wellbeing

● Two thirds (68%) claim that having a holiday plan to look forward to boosts their mood.

Anyone left wondering if the holidaymaker is real can still find out for themselves – the billboard, located opposite Shoreditch Boxpark, is open until 7pm on Friday 28 November.

The holiday billboard concept was developed by creative advertising agency, ARK Agency, and produced and built by Creative Giants.