Mr Lube logo for their truck advertising campaign


To help announce two store openings in Kitchener and Orillia, Ontario, Mr Lube contracted 6 Movia trucks – 3 for each city. Targeting summer commuters and those doing long hauls to their cottages, it was the perfect way to reach vehicle owners - while they were already in their cars on the road. In total, 21 million impressions were achieved, making drivers aware of the new stores, and nudging them to think about when that next oil change might be needed.

Truck Advertisement photo of Mr. Lube carrying out a targeted OOH advertising campaign in Orillia, Ontario.

Number of
mobile billboards


Project Scope

6 weeks


25M+ impressions
after 12 weeks


Orillia Kitchener

Truckside Ads for  Mr. Lube travelling in Kitchener, Ontario.

About Mr. Lube

ML Royalties LP (doing business as Mr. Lube) is a Canadian chain of automotive service centres, specializing in oil changes and other scheduled maintenance. It was founded in 1976 by Clifford Giese, who opened its first location in Edmonton, Alberta. Mr. Lube is the largest quick oil chain in Canada.

The company is owned by Clifford Giese, controlling shareholder of Mr. Lube.