It's "Driver Appreciation Month" for the Pilot-Flying J chain of truck stops. @Bigrigtravels is featured in a related marketing campaign (as he was last year) from his work during a photo/video shoot in Albuquerque, NM in late May 2024.
Last year, they had him on their website, as well as on billboards in the U.S.
He's, once again, back on their website's Driver appreciation page (photo 1). Photo 2 is of Steve at the Flying J in Big Springs, NE on 2025-03-25, taken by the BRT "Snowman" camera.
And, in addition, @Bigrigtravels has been included in at least one fifteen second video that promotes the company's "Driver Appreciation Month" for this year. Steve had quite the blast working on the commercial shoot. He flew out from Chicago specifically for it after he was contacted not long before via email to be asked to participate. At first, he thought it was not legit, but after getting in contact with them, it was a whirlwind during his upcoming time off that allowed him to go.