Attention and attraction live in very different worlds. A recent Lexus project from Team One in three locations – New York, Los Angeles and San Francisco – neatly demonstrates how. The idea was to focus on the safety features of the Lexus RX 350. An attention seeker would focus on car after car appearing to crash through a storefront window. This Lexus experience, produced by Monster Media, heads to attraction because it is interactive. The effect is triggered by people walking past the window (except in LA because no one ever walks there). As the accident ‘unwinds’ in front of them, the viewers get it: the best accidents are the ones that don’t happen.