The campaign is designed to show that the Pro40 format has double the number of overs in a Twenty20 cricket match.
The Pro40 format is faster than a traditional cricket match and, as such, encourages bowlers and batsman to adopt an aggressive approach in order to take more wickets and score more runs in the shorter time frame.
The campaign is rolling out in two phases, with the first part targeted at cricket fans attending Twenty20 matches at the Brit Oval throughout July.
The second wave of activity kicks off at the end of July and incorporates posters, press ads and emails using the Brit Oval ticket database.
The posters feature a dark and brooding bouncer, played by TV presenter Simon Cowell's real-life bodyguard.
During the Pro40 matches, Simon Cowell's bouncer and a team of promotional staff will distribute flyers encouraging Twenty20 fans to attend the upcoming Pro40 matches.
In late July, emails will be sent to the Brit Oval's opt-in ticket database, with support from press ads in cricket publications such as Direct Hit and Spin magazine, along with the Daily Telegraph newspaper.
Outdoor posters will also run at the Brit Oval and at key Tube stations, such as Oval and Waterloo, in conjunction with online ads on the Surrey County Cricket and EagleFM websites.
Suzi Kent, head of marketing and communications at Surrey County Cricket Club said: "CMW has created an innovative and eye catching campaign that really reflects the impact of the game. Pro40 is a fun and fast game and the campaign, particularly with the fantastic stencil illustrations, is sure to be a talking point among our fans."