hey I was just reading a long thread on mograph.net about that eminem ad...
to sum it up - lugz was made a few years ago by psyop and a lot of people in the industry are familier with the spot.
Mark Romanek from Logan seems to have ripped it to make this new eminem ad and caused a big controversy.
check out this
side by side comparison
pretty weird really because Logan are one of the most established motion graphics studios in the world...and for them to blatently rip off psyop who are equally massive seems odd.
btw - I think psyop are flippin amazing. the best studio out there.