‘Holidaying’ Inside Shoreditch Billboard

Commuters in Shoreditch have spent the week double-taking at a man who appears to be on holiday inside a billboard, a surreal street-side scene that has exploded across TikTok.

Videos show the man lounging in shorts and a shirt, drink in hand, despite London temperatures dipping to low single digits this week. The strange sight sparked instant debate online, with TikTokers arguing over whether he was a hologram, looped video or an incredibly committed actor.

The viral billboard installation is from online travel agent loveholidays, a specialist in short and long haul package holidays, as part of its Black Friday campaign. One clip from TikTok creator @shainagordon, posted on Tuesday night, racked up 1.8 million views within 24 hours as she filmed her disbelief.

Another user, @nasirkm_, became so invested in proving the man’s existence that he returned with a T-shirt with his face printed on it. He managed to get the billboard holidaymaker to wear it, sending commenters into hysterics.

The billboard was officially opened by Celebrity Traitors star and former England Rugby player Joe Marler on Tuesday, who was spotted relaxing on a sun lounger, reading a book and building sandcastles by morning commuters. It was created to spotlight how the dark winter months impact Brits’ wellbeing, and why the promise of a holiday remains one of the nation’s most reliable mood-boosters.