The Sriracha IS
Launched at the LA Auto Show, the Sriracha IS stole the show and then stole the week. It trended on Facebook for 48 hours and hit a million views in seven — with zero paid support.
The idea
The Lexus IS was already a hot car. We decided to make it the hottest car ever. Nearly two dozen Sriracha‑inspired features, none of them tacky or gimmicky — all premium, all on‑brand, right down to the “Sriracha in the bottle” paint job.
Give the client the credit
This started as a throwaway line in a brainstorm. The more we thought about how to do it right, the more convinced we got. When I said the words “Sriracha car” in the client pitch I was half certain we’d be fired by lunch. They laughed and said let’s go for it. I’m still grateful for that trust.
The result
We went viral and hit the demo dead on. National TV in America, Canada, England, Germany and Thailand. Online everywhere, in every language. And thanks to the blessing of our friends at Huy Fong, we remain the only creative team on earth who can claim Sriracha‑approved advertising.