Undeterred by the havoc the 'Beast from the East' has wreaked on the UK, Tennent's has unveiled what it says is the UK's biggest snowball practice target in the form of a giant billboard.
Located in the brewer's hometown of Glasgow, which has been covered in a thick blanket of snow following a red alert issued by the Met Office, the poster is a bit of fun for those enjoying a day off work thanks to the chill.
Appearing next to Glasgow's famous Squinty Bridge on the River Clyde, the 34-metre billboard will be lit up until Friday evening (2 March), with Tennent's calling itself "Scotland’s official snow day sponsor of 2018".
“With all the mayhem the snow has brought to Scotland, we thought it was only right we serve up some joy," said Alan McGarrie, head of UK marketing services at Tennent’s.
He did however caution revelers to "use their common sense" and forgo trying to actually try and hit the bullseye, but that hasn't stopped some cheeky revelers from attempting to do so.
You can vote for Tennent's stunt in our Creative Works section below.