FYI.

This story is over 5 years old.

Vice Blog

BELGIUM - BADVERTISING

A skinhead pissing into a teacup is the centrepiece of massive Eurostar campaign to encourage Belgiums to visit the UK. The slogan reads "Attention! London is around the corner." We asked our Belgium Editor to explain…

So, what the hell does this mean?
Kasper: What you can't see in that picture is that the skinhead is actually pissing in a teacup that's around the corner from where he's standing. They have these big two-sided billboards. On the one side you see only the teacup, and on the other side you see the guy pissing.

It's part of a really huge campaign saying London is just the corner - since it's now only 1h 51min away on the Eurostar.

Why are they using a skinhead taking a piss?
I think the idea was to use really generic images of England. The pissing is a reference to the Mannequin Pis sculpture here in Brussels.

Oh, ok.
There's a whole bunch of those "around the corner" ads. I guess it's the biggest campaign our country has ever seen. I even saw them changing the whole front of a popular bar today to make it look like a London Pub.