A 3D spaceman emerging from London’s most recognizable billboard is how Meta is promoting their VR headset.

Meta has unveiled a giant 3D advert this week on one of London’s most famous billboards.

Meta’s Reality Labs took over the Piccadilly Lights in the heart of London’s West End to promote its Meta Quest 2 virtual reality headset.

The advert, as part of Meta’s “Wish for the Extraordinary” campaign, shows an astronaut reaching out of the screen, a rollercoaster, and an NFL player leaping towards viewers to catch a football.

Advertising on the billboard can cost more than $6 million a year, according to business news site Quartz, which estimates that about 72 million people pass the site a year.

Chelsey Susan Kantor of Meta Quest said: “With this campaign, we wanted to capture the joy of having big, extraordinary wishes and actually having them come true with Quest 2.”

She added: “Whether that’s suiting up and taking to the skies as your favorite SuperHero or simply spending the afternoon at the International Space Station – it’s all possible with VR.”

According to an Insider study of Meta’s financial documents, the Facebook owner has invested $36 billion in Reality Labs since 2019. In just the first nine months of this year, Reality Labs reported an operating loss of $9.4 billion.