While attending the Los Angeles Auto Show, we visited the Lexus SC 430. The problem was we couldn't see the car. It was surrounded by a huge crowd, and we had to push our way past the gawking bystanders just to get a glimpse of the shiny convertible. So when we were asked to create an online advertising campaign for the SC 430 that portrayed it as an object of desire, we immediately thought of our experience at the Auto Show. Targeting upscale car buyers who'd previously never considered Lexus to be "sexy", the "PULLAWAY" superstitial recreates the experience of being at the Auto Show. Seeing a group of admirers crowded round a mysterious unseen object taps into one's desire to investigate. In order to see the SC 430, you actually have to pull away people in the crowd by clicking on them. Once you've finally gotten rid of the crowd, you're rewarded with a sublime image of your object of desire: the SC 430.