A German automotive executive in a large auditorium explains the technological achievements found in a vehicle made by a rival company. Finally, a senior man sitting on the stage can take no more and interrupts. He then asks, "So. What do we do now?" The audience has no answer.

'Giving Lexus the edge' drove our entire integrated campaign, including media. Beyond generating awareness of the Minority Report partnership, media aimed to build desire for Lexus amongst the 'Target of the Future' by challenging their perceptions of Lexus. Guided by the insight that entertainment is a way of life for them, we gave Lexus presence in fresh, unexpected media. Specifically, we identified media that involved futuristic themes, technology-driven subjects or law and order premises, which helped create synergy with the themes of the film.