Electronic Arts wanted to support the release of the console title, “Need For Speed: Most Wanted".

We filmed musician Jay Kay in a high speed car chase with the police and used a still from the shoot showing Jay Kay handcuffed over the bonnet of a cop car as the image in the email, together with the statement "The man's got a problem with Jay Kay being out front".The email linked through to a microsite where visitors could watch the film and find out more about the game.