Neat advertising gimmick

I followed a roofers truck down the road today and I noticed that when his brake lights came on a sign with his company name displayed on his ladder rack. He had made a black metal box to cover the brake light indicator on the top of his truck cab with the letters cut out with his company name. Every time he touched the brakes the name would display in red. Done up nice and incorporated into the ladder rack. There was also enough light showing through to make out the name without the brake lights on.

It was probably cheap to do up on a plasma cutter.

Mike, Roofers in general. Making due with little resources.

I have seen some creative applications of roofing material that did not work, only because they did not think it through enough.

Lefty Said: We ....

Meaning "Holencik" or "Roofers"?

We are creative.