Not many companies would go for the truck-side ads though (or don't appear to). I'm not convinced you can compare this with billboards either, as they can be highly targeted sites, something the Stobart lorries clearly aren't. I wouldn't say this is a great example of brand awareness either - it might be a good ad for Sky, but not for Super League.
That's a fair point, although I certainly wouldn't call billboards highly targeted, they themselves have their own issues.
We know the routes that these truck ads will be following, so certain assumptions can be made about the demographic that can be targeted.
The big difference between things like this and billboards is that billboards are often used for a couple of weeks as part of a concentrated campaign, whereas these trucks are being used throughout a three year campaign. I sign off marketing budget at my place of work and would never go for truck advertising as the turnaround will be slow, and a short term focus probably wouldn't work as there is no guaranteed levels of traffic in a very short time period.
To say that truck ads are not commonplace though is not accurate, look at every supermarket truck out there. They are all advertisement boardings.
I suspect that the costs of creating the ads on trucks is massive compared to billboards.
In terms of the creative actually used, I don't disagree and it does look a touch rushed - let's see how the next batch look. That said there are two calls to action, the superleague website and sky sports coverage. It is in RL's interest for 'viewers' of both of these to increase.