Sixt has launched its first U.K. marketing campaign “Drive Smug” in London’s Canary Wharf subway station. The campaign aims to increase Sixt’s brand awareness and slogan: “Drive first class, pay economy.”

Working with Grey London and Exterion Media, the campaign features orange billboards with Sixt’s premium vehicle offerings. Examples of slogans include “Rent a car you’ll want in your holiday photographs,” “Rent a car you’ll want your ex to see you in” and “That feeling when you rent first class but pay economy.”

For three months this summer, business travelers and visitors will see the “Drive Smug” billboards at the Canary Wharf station, located near London’s business and finance district.

“Sixt has been successfully operating in the U.K. for almost 20 years yet we’ve never undertaken a true introductory brand campaign to launch our position in the market,” says Per Vogerl, Sixt UK’s managing director of commercial. “Grey is the perfect partner with which to do so. We particularly bought into their culture, the strength of their integrated creative work and their innovative use of channels.”

In addition to the Canary Wharf station, Sixt’s “Drive Smug” campaign plans to expand to airport billboards.