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The campaign, planned and bought by OMD and specialist out-of-home agency Posterscope, will run across all three ad sites on 70 In Your Space trucks.

In Your Space said 64% of motor vehicle traffic is via motorways and major A-roads, which are covered by In Your Space billboards, and by using In Your Space, Aviva Car Insurance will be able to target motorists while they are in the perfect mindset.

The Aviva campaign is running on a total of 210 ad sites, which In Your Space calls "high reach billboards".

A spokesman from In Your Space said the campaign will cover more than one million miles of road and deliver 508 million impacts over the three-month campaign period.

In Your Space sells advertising on lorries across the UK and parts of Western Europe and offers 96-sheet ads on large trucks, 48-sheet ads on smaller trucks and "motorway squares" on the back of trucks.