The return of 24 to our screens in early May, starring Kiefer Sutherland as Jack Bauer; the tortured and emotional yet utterly ruthless hero of the series, was hotly anticipated by people around the globe. Sky Atlantic holds the rights to the show in the UK, and Sky used their Long Term Holding along with some additional big ticket digital sites around the nation to whet potential audiences’ appetites ahead of the season premier. JCDecaux’s Waterloo Motion creative displayed a live clock count down to the premier, synonymous with 24’s traditional race against time to save the world. Simple yet effective, it’s a brilliant example of embracing dynamic digital planning. This season’s return was particularly exciting for UK fans as it is based in London, with landmarks from around the capital regularly cropping up in the show. If you were in any doubt at all, Sky made sure you couldn’t help but remember that Jack is well and truly back.