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Diageo has unveiled a new responsible drinking ad to tie-in with its sponsorship of free public transport in London over New Year's Eve. 

The new ad features a “grumpy” gorilla, which is meant to represent the friend of someone who cannot stand up after over-indulging. The poster also features the words: “Don't overdo it this festive period #thinkhowyoudrink”. 

The ad publicises Diageo's role, for the third year running, as lead sponsor for free travel home on London bus, tube, tram, DLR and overground services on New Year's Eve. Free buses are also being provided in Edinburgh. 

The three-year deal with TFL comes to an end this year, a Diageo spokesperson confirmed to just-drinks. Financial details of the tie-up have not been disclosed. 

Mark Baird, Diageo's head of industry affairs & alcohol policy, said: “We hope that ‘Grumpy Gorilla’ will grab people’s attention this Christmas and remind people that they will have a much better time if they drink sensibly."  

A total of 10,000 free iPhone cases, illustrated with the  ‘grumpy gorilla’, are also being handed out today (12 December) outside Leicester Square, Covent Garden and Westminster tube stations from 6-9pm, Diageo said.