Bit of a strange one here

Does anyone know what the Kraken Advert is for https://flic.kr/p/2myj4vN

It's on two Arriva buses in Newcastle 
It's on two First Glasgow buses https://flic.kr/p/2mxDFiB

It's on one bus on First Bristol https://flic.kr/p/2mwq4r2

And it's on 3 buses on Lothian buses in Edinburgh https://flic.kr/p/2msUes8

Any idea what the advert is for