While on vacation in Florida, we passed a billboard that had a very cool car on it, at a downward angle, and the tag line read, “Real Cars are Powered by Gravity.” In the corner was a Hot Wheels logo. I thought that was awesome. Then, a few days later I saw something pass by in my RSS reader about Line Rider, the game. And a moment of advertising synergy was born. Hot Wheels (nee Mattel) needs to license a version of Line Rider that uses a car instead of a sled.