Since taxis were highly relevant to the story, we customised passenger window panels with Tom Cruise’s face. This re-enacted a pivotal scene from the film and involved the audience directly in the story without using a single moving image. It also generated a high surprise factor as road users thought they had spotted a celebrity in the next vehicle!

This visual metaphor generated huge advance word of mouth, audience involvement (99 out of the 100 taxis were successfully spotted by consumers during the radio competition) and subsequent box office success.