I saw this while driving to work a little while ago. It reminded me how much I was craving coffee because I was in my car at 7:30 AM - the time I usually get out of bed. Kudos to Pilot for teasing the morning zombies.
Thumbs down, however, because there was no Pilot gas station on that highway. That's one of the P's of marketing: Position - how close is your message to your location.