With the dust barely settled from Glastonbury, headliner Dua Lipa has announced her new Radical Optimism tour. The pop star is teaming up with O2 to give their customers 48 hour early access to priority tickets.

To celebrate this, O2 has brought back its famous ‘Walk Ad’ which follows performers on their walk to the stage, with a new spot starring Dua Lipa.

The spot has been created with the help of VCCP and was filmed in public on the hottest day of the year so far. The ad sees Dua Lipa walking along a quintessential British beach as her fans watch on while sunning themselves and eating ice cream. She strides through a fish and chip shop, past some Pearly Kings and through an arcade. 

The film is set to Dua Lipa’s track, Houdini, and is filled with easter eggs for fans, peppered with references to her interests. Her dancers appear in the spot 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 to life OOH elements of the campaign.

The campaign is the latest ‘Walk Ad’ for O2. Previous artists who have starred in the spot include Ed Sheeran, Beyonce, Lady Gaga and Foo Fighters. The films aim to give a unique insight into the artist's journeys to the stage, offering audiences a behind-the-scenes look.

“O2’s iconic ‘Walk Ad’ returns for the first time in six years, and who better to bring it back than the biggest British pop star of the moment, Dua Lipa.” says Simon Valcarcel, Marketing Director at O2.

He continues: “From headlining Glastonbury to announcing her 2025 tour, Dua fans everywhere have a lot to be excited about and none more so than O2 and Virgin Media customers who can enjoy exclusive Priority access to tickets for Wembley Stadium 48 hours before general release. This epic campaign perfectly captures what Priority is all about and demonstrates our commitment to giving our customers access to the very best in entertainment.” 

By giving audiences exclusive access to their favourite artists, the campaign captures the essence of O2 priority.