We weren't entirely convinced when Gearbox announced it'd partnered with Double Fusion to provide in-game ads for WWII shooter Brothers in Arms Hell's Highway, but the developer has shown off how it's all going to work and it's looking very "proper" indeed.
As you can see, the ads in the game are going to be from the era itself, the game being set in the ill-fated Operation Market Garden towards the end of the War. The Philips logo used on top of the Philips factory in Eindhoven is historically correct. There's a big update there on how the ads are going to be incorporated into the game, which looks likely to set a standard far beyond the now normal "billboard" ads we're used to seeing in games like Burnout Paradise.
As a note, the historical link between the Philips factory in Eindhoven and the game was one of the "sweeteners" behind the amBX-Ubisoft deal announced at CES this year. All true.