A mass pillow fight between political protestors and the police features in the first UK advertising for Absolut vodka since it was bought by Pernod Ricard last year.

The campaign will appear on outdoor digital screens at London’s Canary Wharf and tube platforms across the capital. It will also feature on online news sites, including The Times, Guardian and Yahoo.

The push has been timed to coincide with publicity around the G20 summit in London, and marks the UK debut of the global campaign with the theme In An Absolut World. International print executions in the campaign have included a controversial image of a pregnant man.

The digital ad were “our first step towards bringing Absolut back into the spotlight”, said Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK.