Paramount+ Transforms Big Ben Into Harrigan Territory for ‘MobLand’ Promotion

voice film logo squareArthur S. Poe
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Marketing campaigns for high-profile crime dramas often rely on trailers, billboards, and the occasional subway takeover, but ‘MobLand’ has taken a bold leap into the spotlight. The series, led by Tom Hardy, is known for its gritty portrayal of London’s criminal underworld, and its latest promotional effort showcases that intensity on one of the city’s most iconic landmarks.

With the arrival of Season 2 on Paramount+ this week, the marketing team wasted no time in asserting which family controls this part of London. Instead of opting for a standard billboard campaign, they chose a much bolder approach.

In a striking promotional video, ‘MobLand’ Season 2 features a CG message from the Harrigans displayed on Big Ben, with the clock tower seemingly warning, “GET THE RUN OUT WITH THE HARRIGANS OR ELSE.” This stunt was entirely crafted through visual effects, designed to mimic real outdoor advertising while circulating exclusively online.

Choosing to digitally alter Big Ben instead of attempting a physical projection highlights the lengths to which shows are willing to go for viral marketing moments. By inserting this ominous message onto one of London’s most recognizable structures, Paramount+ crafted an eye-catching image that spread rapidly across social media without the need for city permits or an actual installation.

This kind of marketing aligns perfectly with ‘MobLand’s’ overall tone, which revolves around a crime family’s stronghold over their territory. The fictional takeover of Big Ben reinforces the sense of dominance and danger that permeates the show’s narrative.

‘MobLand’ Season 2 premiered on Paramount+ on September 18, 2026, with its first episode, “I Wanna Be Your Dog,” kicking off a series of weekly episodes airing every Friday until November 20. The season follows the Harrigan crime family as they navigate internal tensions and external threats.

Tom Hardy reprises his role as fixer Harry Da Souza, who finds himself torn between competing loyalties as the family he serves faces impending collapse. Pierce Brosnan and Helen Mirren return as Conrad and Maeve Harrigan, while Paddy Considine and Janet McTeer reprise their roles as Kevin Harrigan and Kat McAllister, respectively.

Screenshot 2026 09 18 at 23 21 23 MobLand Rotten Tomatoes

This season also introduces Johnny Flynn as Frankie, a potentially dangerous new adversary for both Harry and the Harrigans. His presence adds a layer of instability to a season already focused on a family described in the marketing as being “in a death spiral.”

The escalating threat aligns with the season’s promotional messaging, emphasizing the precarious position of the Harrigans. With rival factions circling and cracks forming within the family, Season 2 appears designed to strip away the sense of control that characterized the first season.

Created by Ronan Bennett with contributions from Jez Butterworth and executive produced by Guy Ritchie, ‘MobLand’ has established a unique style that captures London’s criminal underbelly. This creative lineage has helped the series cultivate a dedicated fanbase since its debut.

Paramount+ has already confirmed a third season, announced on September 3, 2026, although specific production details for that follow-up remain under wraps. For now, all eyes are on the weekly rollout of Season 2 and which London landmark ‘MobLand’s’ marketing team will target next.

Digital landmark takeovers have become a popular strategy for shows vying for attention in a crowded marketing environment. This isn’t the first time a streaming service has utilized a well-known city fixture to generate excitement. The rationale is clear: a striking, shareable image often travels much further online than a conventional trailer drop.

For a show centered on territorial power struggles, leveraging an actual London landmark to convey that theme makes the marketing feel like an integral part of the narrative rather than a mere advertising effort. Regardless of whether it leads to a significant increase in viewership, it has already succeeded in sparking conversations about the Harrigans just as Season 2 begins.

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