Fresh from her acclaimed Glastonbury headline performance this weekend, and to celebrate exclusive O2 Priority access for tickets to Dua Lipa at Wembley Stadium, O2 and VCCP London have brought back their iconic ‘Walk Ad’ starring the pop icon.

O2’s latest campaign sees Dua join a stellar lineup of artists including Ed Sheeran, Beyoncé, Coldplay, Lady Gaga and Foo Fighters who have previously featured in their own ‘Walk Ad’ and is the first of its kind for six years following the introduction of the campaign in 2009. Each film showcases the artists’ unique journey and gives fans a glimpse behind the scenes with their favourite acts as they walk to the stage.

Filmed in public on the hottest day of the year so far, the 60” ad, which first airs this evening on ITV2 during Love Island, was inspired by Dua’s creative vision of British beach holidays and follows her and adoring fans as they stroll through scenes of a quintessential British seaside before reaching the stage for her 2025 tour. Set to one of Dua’s most popular tracks, ‘Houdini’, the film opens with her reading a book on the beach before striding through a fish ‘n’ chip shop and an arcade, with easter eggs and references to Dua’s life and interests peppered throughout for eagle eyed fans to spot. The film also stars her team of dancers who feature throughout as extras.

The campaign was created by Alice Goodrich and Lara Baxter, with VCCP’s global content creation studio Girl&Bear working with award-winning British director Daniel Wolfe and Love Song. Creative digital agency Bernadette helped to bring D/OOH elements of the integrated campaign to life.

Find out more on VCCP.