Dubbed the Mega DEP (digital escalator panel), the unit is already in use at London Underground's Waterloo station for a Sony Bravia campaign featuring a 'motion like no other' creative, filmed using a sequence of 64 static images of the Brazilian footballer Kaka exhibiting his skills.

The DEPs are wrapped with black vinyl running the entire length of the escalator, with red and yellow flashes of colour to echo Sony's Motionflow logo.  

The campaign will run over the next fortnight in line with the UEFA Champions League semi-finals, which Sony is sponsoring.

CBS Outdoor claims the new format means advertisers have full ownship of the space so they can produce sequential creatives for the 35-second average dwell time that the company claims.

Fiona FitzGibbon, head of sales CBS Outdoor, comments: "Using both static and digital formats together combines dwell time, engagement with high impact branding and allows the sequential creative to be demonstrated at its absolute best, delivering incredible stand out and really grabbing the commuter's attention."

Carl Pring, head of brand and advertising at Sony, adds: "We are very excited to have secured such an incredible space to promote our latest Bravia technology and to be able to do something creatively