I first heard Nico Vega's "Beast" while watching the movie "The Collector" a few years ago. It caught my interest, but I didn't hear enough of it to do full blown search for the band or the song. Then, it popped up again in the trailer of Tom Cruise's Jack Reacher movie. Again, it was a "what is that song"?
It was the commercial for the video game "Bioshock Infinite" where I got the full impact.