These days one could query whether TfL is getting drunk on beer. But its not what things quite seem to be! Despite a ban on alcohol TfL certainly takes on a bold stance when it comes to the question of advertising things that have apparently been banned by the organisation. In this latest collab which does not even advertise alcohol, TfL has shown another way of going about this. With Heineken earlier this year, that was for a drink which contained no alcohol. With this latest collab jointly with Guinness once again a prominent advertising campaign has been undertaken on the London Underground.
In this latest London sees its first ever black and white (reverse tone) tube maps. One could say TfL and the tube is these days seeking a much bolder life – but whether that’s ‘Boldness brewed perfectly’ – remains to be seen in the light of the controversy that has surrounded TfL’s previous gigantic tube advertising campaigns. This latest advertising is for Guinness’ new premises recently opened in London’s Covent Garden.
The latest is that Tottenham Court Road has been commandeered for Guinness advertising. Station maps as well as some station roundels and station identifiers have been changed to represent the colours of the famous Irish stout.
Tottenham Court Road goes for black and gold colours in the latest TfL collab. Darkness never looked so creative!
What shall we do with the drunken tube passenger? Let’s try and confuse them with these reverse tone tube maps! Darkness never looked brighter!
Even the station’s escalators have digital advertising in the form of Guinness! Raise a glass to greatness!
Entire corridors at Tottenham Court Road are inGuinnessniously converted in order to enthral those huffin and puffin their way through! If they can do that – toucan too!
When is a puffin not a puffin? When its a toucan! ‘Celebrate the extraordinary!‘
If one looks carefully a couple of toucans can also be spotted! These iconic birds were first used as part of Guinness advertising in 1935. Its a surprise to see these being used stoutly in 2026 for this latest bout of advertising!
The sign for Exit 4 Charing Cross Road has a toucan too! The black on the bird’s glass its carrying represents the Northern line below and the white on the top represents the glass surround station exits. inGuinnessnious!
Anyone too can do a negative (reverse tone) tube map like TfL have done at Tottenham Court Road. The station’s ticket hall has his full Northern line system map which stoutly competes with the Central and Elizabeth line for prominence – that’s ‘For the bold at heart!’
The station’s gatelines have Guinness all over them! What’s that in the distance? Its a large sign that says ‘This way to the home of Guinness.’
‘This way to the home of Guinness’ viewed full on. Look closely and you too can spot a toucan! Doubtless Guinness is the ‘Icon of daring’ when it comes to campaigns such as this!
The Guinness/TfL collab at Tottenham Court Road station most certainly does not directly advocate or promote the drinking of the famous stout itself. No doubt its within the organisation’s guidelines. The collab is in fact publicity for Guinness’ new Open Gate brewery in London’s Covent Garden. The new venue was opened in December 2026 and its the fourth such venue following the example of similar ones established in Dublin, Baltimore and Chicago.
Some disabilities may well be inconvenienced by this advertising for example the negative look tube maps. However its TfL’s right to do what they deem is warranted and they will probably indicate they had carried out an EIA prior to the advertising being implemented.
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