When Lexus decided to do their first Super Bowl commercial, they didn't go to their AOR, they came to Attik. We launched the Lexus GS with "The Beast", the Lexus that could not be contained.
Lexus wanted a younger consumer for their new IS-F, so they came straight to us. We launched the car via a series of :15 spots in theaters and TV. The shorter theater buys paid off: National Cinemedia reported a 92% recall rate and said 58% wanted to find out more about the car.