TomTom is encouraging people to send in ideas for awkward in-car situations which will be acted out by comedians in London and made into online videos today.
It's part of a major new 'lighthearted' marketing campaign for the sat nav maker, with radio ads already running on stations such as Talksport, Capital, XFM, Heart FM, and billboards appearing in key traffic-congested areas.
The idea is that the contributors will share the video made using their idea with their friends and family on social media sites such as Facebook and Twitter.
It hopes to create up to 50 videos as part of its Comedy Car campaign - developed with DDB, Tribal Worldwide and Comedy Store London - which runs until the end of 2013 in the UK and Germany.
People can send in their ideas via Twitter (@UKTomTom or #quickerjourneys), then the comedians will act out the scene to demonstrate how TomTom can help drivers get out of a difficult situation by offering a faster route to the destination.
The videos will then be posted to TomTom's YouTube page.
TomTom hopes the campaign will help push its sat navs such as the TomTom Go 5000 and 6000. TomTom products are distributed to retailers in the UK by Widget, Ingram Micro and Maxim.
Here's PCR's pick of some of TomTom's radio ads and videos so far: