Infiniti Launches 'Infiniti in Black' Marketing Campaign Targeting the African American Consumer

GARDENA, Calif.--Nov. 5, 2004--The month of November marks the official launch of Infiniti's, the luxury division of Nissan North America, Inc. (NNA), first-ever marketing campaign designed to speak directly to African Americans entitled, "Infiniti in Black." In this year-long campaign, Infiniti will bridge innovative design and contemporary culture through the voices of emerging talents.

"Infiniti in Black" celebrates the African American innovator, aligning five Infiniti vehicles with distinct cultural art disciplines. Each two-month phase of the campaign will highlight a form of artistic expression that captures the personality of the featured Infiniti vehicle. During each phase, Infiniti will partner with a "modern African American innovator" -- an emerging talent whose vision represents the personality and attributes of its respective Infiniti model.

Below is a list of each model and its relevant art discipline:

     2005      Personality     Art Form       Theme      Launch Date
Infiniti Model
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G35 Coupe       Expression      Artist    A Portrait in
                                             Black          11/04
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FX Cross SUV      Fusion       Musician    A Score in
                                             Black          02/05
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M Premium         Vision      Filmmaker    A Film Noir
 Sedan (2006)                                               04/05
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QX56 Full size    Space       Architect   An Elevation
 SUV                                        in Black        06/05
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G35 Sedan      Performance      Dancer    Choreography
                                            in Black        08/05
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"Infiniti values the African American community as an important customer. With the 'Infiniti in Black' campaign, we hope to showcase significant achievements the African American community has made to the arts," said Scott Fessenden, director of Infiniti marketing for NNA. "The Infiniti brand represents bold personality, creative design and individuality that reflect the artistic creativity of 'Infiniti in Black."

The campaign kicks-off with "A Portrait in Black" featuring the G35 Coupe and acclaimed African American artist Kehinde Wiley. Infiniti partners with Wiley in the debut of his first museum exhibition, "Passing/Posing" at the Brooklyn Museum of Art. Wiley's exhibit will display a wide range of art from French Rococo to contemporary hip-hop culture.

"I am thrilled to have Infiniti's support for Passing/Posing," said Kehinde Wiley. "The 'Infiniti in Black' campaign will provide a voice for emerging artists and the importance of the cultural arts on the African American community."

The multimedia campaign includes print, interactive and out-of-home. The print advertising for "Infiniti in Black" is a three-page ad unit that features three large blank canvases representing the walls found in a museum, art gallery or performance hall. This creative theme is carried throughout interactive and out-of-home.

For the first phase, "A Portrait in Black," the right-hand page features a wall of words describing the essence of the vehicle and the artist. The next page showcases the artist beginning to create. The last page features the G35 coupe on display with the headline "A study in black by the G35 Coupe." The copy reads, "With an award-winning V6 engine, available sport-tuned suspension and standard visionary design, it's more than a work in progress, it's a movement."

In addition to print, Infiniti hopes to drive consumers to a multimedia website designed to continue the story of "Infiniti in Black." By the end of the campaign, all five artistic phases and their artists will be featured along with their respective Infiniti model. On the site, consumers can view short films of each vehicle's featured artist discussing their vision and key influences on their work. Other features include artist bios, image gallery and artist event updates. See www.infiniti.com/black for more information.

The out-of-home component will include billboards, bus shelters, illuminated street displays, pole banners and wall projections. This month, wall projections in Brooklyn feature a silent version of the short video on artist Kehinde Wiley.

All creative for this campaign was designed by Nissan's transcultural agency TRUE, located in Playa del Rey, California.

The month of November also marks the 15th Anniversary for Infiniti as one of the premier luxury nameplates in North America. As an award-winning leader in customer satisfaction, cutting-edge design and adrenaline-pumping performance, Infiniti is widely regarded as a defining force in shaping today's luxury automotive landscape.

More information about the complete line of Infiniti vehicles can be found online at www.infinitinews.com or by contacting the corporate media line at 310-771-5631.