(FORTUNE Small Business) - James Riseborough is 6-foot-8, and, as if that weren't enough to get him noticed, he drives what looks like a giant turtle. Why? Riseborough, 41, owns Turtle Transit, which brought in $2 million last year by transforming ordinary cars and trucks into promotional vehicles. Monster.com was the company's first customer, in 2001, and once its Land Rover-based Monsters hit the road, Turtle Transit, based in Lancaster, Mass., took off. To promote Puffs tissues last year, Riseborough's staff of 11 created a fleet of "noseways"--Segway scooters with fiberglass noses. For Dunkin' Donuts, Turtle Transit turned the cab of a truck into an 11-foot-high cup of coffee. (The truck bed was, of course, a box of doughnuts.) Turtle's latest creations to hit the streets will cruise around the country to promote NASCAR.