O2 has revived its iconic ‘Walk Ad’, this time starring pop star Dua Lipa.

In partnership with VCCP London, the campaign has been launched to celebrate exclusive O2 Priority access for the pop star’s upcoming Wembley Stadium concert.

In O2’s latest campaign, Lipa joins a prestigious roster of artists like Ed Sheeran, Beyoncé, Coldplay, Lady Gaga, and Foo Fighters who have previously featured in their own ‘Walk Ad’.

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Meanwhile, This marks the first new instalment of the campaign since it launched in 2009, highlighting each artist’s unique journey and offering fans a behind-the-scenes look as they walk to the stage.

The 60-second spot debuts tonight on ITV2 during Love Island.

Set to her popular track ‘Houdini,’ the campaign begins with the pop star reading on the beach and continues through a fish ‘n’ chip shop and an arcade, featuring Easter eggs and references to her life for fans to discover.

O2 Marketing Director, Simon Valcarcel, said: “O2’s iconic ‘Walk Ad’ returns for the first time in six years, and who better to bring it back than the biggest British pop star of the moment, Dua Lipa.

“From headlining Glastonbury to announcing her 2025 tour, Dua fans everywhere have a lot to be excited about and none more so than O2 and Virgin Media customers who can enjoy exclusive Priority access to tickets for Wembley Stadium 48 hours before general release.

“This epic campaign perfectly captures what Priority is all about and demonstrates our commitment to giving our customers access to the very best in entertainment.”

The new campaign will run until 12 July across TV, VOD, D/OOH, including London’s Piccadilly Lights, and social media. Media planning and buying were handled by MG OMD, the telecoms giant revealed.

VCCP London Creative Director, Simon Connor added: “The O2 ‘Walk Ad’ is back with a bang. Not only is Dua Lipa one of the world’s biggest artists – fresh from headlining the Pyramid stage at Glastonbury – she’s one of our own.

“So what better way to celebrate her upcoming UK tour than bringing a glimmer of the Great British Seaside to it, complete with Mr Whippy, Pearly Kings, a chippy and an arcade. It’s showtime.”