O2 takes inspiration from Metro travel section in clever contextual ad

Using imagery of the same location as featured in editorial from Metro’s travel section on Monday, O2 reminds readers they don’t have to wait until they land back home to start their holiday humblebrag

The ad takes inspiration from an exploration of the ‘adrenaline-fuelled Azores’ and Villa Franca do Campo to fit into O2’s wider ‘Essential for Living’ campaign.

The smart contextual placement is clear, with an editorial picture of the island placed directly above the advertising creative.