Nissan has recently launched the new Micra, a car that has a language of its own directed to young people. The advertising campaign revolved around an enigmatic concept: 'Do you speak micra?'. We used the fact that the director of the Micra TV commercial was world famous director David Lynch, and proposed a challenge: 'Do you want to be the new David Lynch?'. A website was created, where you could edit a small film by choosing from a selection of video images and music and finally creating your own packshot. That unique film would then be submitted to a vote. The voting process was generated through a viral marketing strategy in which the prospects email friends through the website, inviting them to vote on their film. The final prize, a new full-tank Micra for three days and tickets for four people to see a concert of Massive Attack in Madrid (Spain), invited friends to interact, since they would share the benefit. The site also had a fun area were you could play games featuring the car assets and see the result of your name in Micra language.