Electronic arts is using Tesco delivery trucks to promote Burnout Revenge, the latest instalment in the hugely popular crash-and-smash arcade driving series.
A total of 50 Tesco Fleet Media trailers will carry advertisements for the game. Each is fitted with Agripa's patented framing system, designed to allow PVC mesh displaying promotional messages to be installed and removed in a matter of minutes.
This is not the first time EA has used vehicle ads to promote a title - the publisher previously used Fleet Media trucks as part of its FIFA Street marketing campaign.
"We wanted to see the ads for this campaign on the side of the Tesco lorries in the middle of rush hour where they will gain everyone's attention," said EA's Charlotte Whitehead.
Burnout Revenge was released on PS2 and Xbox on September 23 and went straight to number one on the charts, only to be knocked into second place a week later by FIFA 2006.