Motamedia unveils truck ads for DS Guitar Hero

Motamedia has unveiled the vehicle advertising plan for Activision's forthcoming Nintendo DS edition of its hugely popular music game - Guitar Hero On Tour.

A fleet of 30- and 40-foot trucks will carry advertising for the game, which is out now in the UK, and hopes to reach "a wide audience in areas largely uncluttered with other forms of advertising," the company said.

"We are delighted to be part of the nationwide launch of Guitar Hero on Tour and to be assisting such a leading player in the worldwide games industry," Motamedia MD Colin Smith added.

"Our advertising is particularly suitable for a game that can be played on the move, and Activision's state of the art graphics have created a particularly striking campaign."

Tim Lloyd, planner at Starcom MediaVest commented: "Guitar Hero on Tour will appeal to a broad mix of players and as a result, we wanted to use a number of different promotional devices to reach our target audience."