Its rear window sticker format attracted United International Pictures as the first advertiser, promoting the new Tom Cruise movie, Collateral, on 100 Comfort cabs for a month. According to Nicholas Yong, the managing director of UIP in Singapore and Malaysia, the rear window space was especially timely for the movie because it is about a cab driver who is forced to ferry around a hitman, played by Cruise.
Comfort Ads began offering this option after being given the green light by the transport regulators in June.
According to Thomas Ang, general manager of Comfort Ads, the option allows advertisers to extend their visual for greater impact. But advertisers are not allowed to cover the entire window.