Felix, the Nestlé Purina brand, is launching a new £2m national marketing campaign across social media and TV, centred around the brand’s mascot, Felix the cat.

Active now and running for two weeks, commuters will be able to spot Felix appearing to disrupt other companies’ adverts in London station escalator panels. He will be seen swinging on clocks, spilling paint, and even knocking the sun out of the sky in a travel advertisement.

Last week the brand also hosted a two-day Augmented Reality campaign in Waterloo Station which saw a 3D-animated Felix turn the mainline station into his playground to engage and intrigue commuters. Using the hashtag #uptomischief, the experience also created personalised content for people to share through their personal social channels.