Shoppers passing Selfridges in Oxford Street, London before Sunday were able to watch a couple playing strip chess to promote the re-vamp of Gordon's Gin.

Wendy Darlington, brand director for Diageo said: "The Selfridges window event allows consumers to interact with the brand first-hand and, unusually, see an ad before it breaks on TV.

"The live ad will provide Oxford Street shoppers with a little sophisticated pleasure and appeal to the modern, stylish sensibilities of both Gordon's drinkers and Selfridges customers."

The players are only allowed to strip down to their underwear.