Infiniti Ad Campaign for New QX4, I30 Makes Splash
28 April 2000
Infiniti Ad Campaign for New QX4, I30 Makes Splash
GARDENA, Calif., April 28 Nissan North America, Inc. has
called on thunder, lightning and a big splash in a new ad campaign supporting
the launch of the latest Infiniti QX4 luxury sport-utility vehicle and the
division's performance-oriented I30 sedan. The campaign was launched during
the New York Auto Show last week.
"The theme of the campaign is of natural phenomena: water, clouds, the
shade of a tree and lightning," says Tom Orbe, Vice President and General
Manager, Infiniti Division. "Infiniti's luxury, comfort and performance are
natural phenomena as well. This campaign perfectly demonstrates that."
The first of five spots -- three of which highlight features of the more
powerful QX4 -- began airing in late March and continues in rotation
throughout the spring. Sophisticated computer enhancement created for the
spots provides unforgettable and compelling images that maintain Infiniti's
position as a company of vision.
The introductory piece, entitled "Balance," is now airing. It speaks of
the revised QX4's significant power boost (240 horsepower, more than any
competing six-cylinder engine on the market) while also focusing upon the
vehicle's spacious interior with standard leather seating surfaces. The QX4
personifies "The beauty of a machine in balance."
The second spot is a digital marvel called "Wake." "Wake" opens with an
overhead shot of the QX4 walking on water. It crosses a watery scene so
rapidly that it outruns its wake, which enters the field of vision moments
later. The voiceover, "Leave the city behind. Leave everything behind"
simply and eloquently points to the vehicle's all-new engine.
"Simply put, we think 'Wake' leaves other ad campaigns in its wake," says
Orbe. "Wake" begins airing May 22.
Performance is also subtly alluded to in the I30's "Lightning" spot. The
opening image is of the new I30 at speed, approaching the camera. As the
narrator describes briefly some of the engineering concepts that contribute to
the I30's power, the car whizzes by as lightning in the background slows to a
crawl. "Lightning" is currently in rotation.
The I30's "Tree Shade" piece displays the car winding along a curvy road.
When it passes through the shade of a tree, the shade envelops the car then
keeps the car in shade as it pulls far beyond the scene. A standard automatic
rear sun screen is the focus of the message, attesting to the luxury details
of the latest I30. This spot is scheduled to air beginning June 19.
"Clouds" is the final QX4 spot and depicts the rugged yet comfortable SUV
climbing through the clouds. The vehicle's suspension characteristics
-- separate systems for the vehicle, the engine and even the Bose CD changer
-- are touted.
The campaigns were created by Infiniti's ad agency, TBWA/Chiat/Day of
Playa del Rey, Calif. Infiniti is supported by a network of approximately
150 retailers throughout North America and offers a range of luxury vehicles
including the Infiniti QX4 luxury Sport Utility Vehicle, G20 sports sedan, I30
luxury sedan, and flagship Q45 luxury performance sedan. For more information
on the complete line of Infiniti luxury vehicles and the Total Ownership
Experience (TOE) philosophy, visit Infiniti on the Web at http://www.infiniti.com ,
or contact the corporate media line at 310-771-5631.
(Visit the Infiniti Online News Bureau at http://www.infinitinews.com )