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New 3D advertisements have gone live at three London bus stops to promote the new Universal Pictures film Immortals.

A bespoke 3D trailer plays on 42" (1m) HD screens embedded in bus shelters on Oxford Street, Sloane Street and Old Street in London, UK, which viewers can experience without needing special 3D glasses.

Media planner and buyer Mediacom and out-of-home consumer experience agency Kinetic bought and planned the campaign with Clear Channel.

Clear Channel explains a specialist filter was attached to the screen to create the autostereoscopic display, which subdivides the LCD image into 'complex repeating segments that result in the human binocular vision interpreting the images as a "Real 3D" scene'.

"The technology powering 'glasses-free 3D' is improving all the time," says group head for Create + Collaboration at Clear Channel UK, Neil Chapman. "The latest screens take advantage of all these improvements to deliver an incredible viewing experience, day or night, providing great stand-out (literally) for brands."