Change The Way We See Performance

ROLLE, SWITZERLAND - May 24, 2012: Infiniti, the luxury performance automotive brand from Japan is set to launch its first ever Global brand campaign focusing on the revised FX with the help of brand ambassador and Red Bull Racing’s two-time World Champion Sebastian Vettel.

The innovative campaign is designed to differentiate the Infiniti brand by using the stylish FX with a new promotional line of ‘Performance isn’t black and white.. it’s purple’. The message concentrates on human emotion as seen through the eyes of Sebastian Vettel showing that performance is not simply about numbers and statistics.

Jean-Pierre Diernaz, Infiniti Marketing and Communication Director for Europe, Middle East and Africa, says: “Infiniti has a strong point of view on what is performance and how it should be delivered. Using the best pilot in the world Sebastian Vettel to illustrate this shows how serious we are in our ambitions to develop the brand.”

The creative platform was developed by TBWA\G1 in Paris andEuropean Creative Director Alasdhair MacGregor Hastie adds: "By showing how emotion is more important than cold science, we have given Infiniti its own performance positioning.”

From 24 May the advertising campaign is being brought to life across Europe with a 60 second TV commercial followed by activities on poster, digital and social media platforms.

Supporting the TV campaign will also be a unique poster campaign containing 20 stunning works of art from five different artists from all around the globe. The artists were briefed to find an innovative and truly Infiniti way of representing things such as 4 Wheel Active Steering, V8 Power, Sport Brakes, and Continuous Damping Control. Each image, one for each F1 race, will convey the same overall message about how Infiniti sees performance….not black and white but purple.