Drinks brand Naked Smoothies has unveiled a new out-of-home campaign featuring a “smoothie being blended” by passing trains on London’s Elizabeth line.

The campaign has taken over all digital screens on the Elizabeth line platforms at Tottenham Court Road for two weeks and is the first ever train-triggered creative on the Transport for London (TfL) network.

The full-motion ads encourage passengers to “Get Naked, Get Going”. The ads are linked to the train timetables, with messages including “Your Boost, Now Arriving”, “Heathrow bound? Get Naked, Get Going.” and “Heading East?”.

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Emma Holmes, marketing brand manager at Naked Smoothies, said: “The Get Naked, Get Going campaign works brilliantly on the London Underground where people are constantly on the move. Being able to dynamically adapt the ads to external cues gives the campaign an additional layer of engagement and relevance for passengers.”

Chris Reader, head of commercial media at Transport for London, said: “This campaign is an exciting way to engage with the thousands of people travelling through Tottenham Court Road on the Elizabeth line. It’s great to see how advertisers can use our estate in an innovative and fun way to bring new experiences to Londoners.”

The campaign was created in partnership with Omnicom-owned digital content agency ArtBotAI and Oliver Thurtle, head of DOOH, said: “Utilising Transport for London’s data, we’ve been able to build a system that takes advantage of train arrival information on the Elizabeth line. The tech updates every minute, so that’s allowed us to show relevant creative at the right moment as trains arrive, and when they’re on the platform. I’m excited for commuters to see the ads on their journeys all this week and next.”