The full colour graphics on the trailer feature Chris Moyles as a Red Nosed Superhero and are 45ft long by 10ft high. When it's out on the road I'm sure you won't miss it, and it's one way for the road transport industry to contribute to a good cause. This, if nothing else, will show that haulage is a vital part of British national life.

Trading under the brand name 'RoadAds', Kinetic sources articulated lorries to display adverts ranging from lingerie to rock icons, such as Bruce Springsteen. The ads are a key part of advertising campaigns for Kinetic's impressive client list which includes Triumph, Sloggi, Sony, Save the Children, Kelloggs, Unilever and Greenflag.

To further its business, Kinetic has raised a total of £900,000 from The Capital Fund, a £50m venture capital fund which backs fast-growing, small and medium-sized enterprises in Greater London, a Small Firms Loan Guarantee Scheme loan from Lloyds TSB Bank, and the company's existing investors.

Nigel Petty, Managing Director of Kinetic Media, said, "Traditional poster campaigns on static billboards rapidly lose their value as they only impact on the same number of regular commuters. Our truck displays achieve much greater coverage because they are always on the move – on average, one truck generates 1.8m impacts per month. The trucks can also be used in areas with a shortage of poster sites, such as Newcastle where we ran a successful live broadcast support campaign for Chris Moyles and BBC Radio 1's Breakfast Show. The very fact that we are using a vehicle sometimes inspires the image – we have carried images of children in crates for a Save The Children ad against the illegal transporting of children. We also do 'musical lorries' – when we advertised Bruce Springsteen's album we adapted the horns so drivers could play part of 'Born in the USA'.

Michael Kennedy, Investment Manager at The Capital Fund, said, "The Capital Fund is confident that Kinetic Media will be a huge success. Kinetic has a strong management team led by a great innovator who is both creative and extremely adept at commercially exploiting his ideas."