Cake used three graffiti artists - Cept, Chum and Dreph - to spray over billboards (five in London and one in Birmingham) to turn the word Reebok into RBK, the name of the company's new 'street' range of sporty clobber.
Pelling, the Croydon-based Tory who chaired a three-month London Assembly investigation into the spread of graffiti in the capital earlier this year, perhaps surprisingly describes the Cake campaign as 'very good and interesting'.
But, as you would expect from someone whose investigation found that graffiti costs London £100m per year to clean up, he adds: 'I just hope Reebok has spent time ensuring that this graffiti doesn't spread.'
