Infiniti to launch its first ever Global brand campaign focusing on new FX

Article by Christian Andrei, on May 25, 2012

Infiniti will introduce its first ever Global brand campaign which centers on the revamped FX with the assistance from the brand ambassador and Red Bull Racing's two-time World Champion Sebastian Vettel. The pioneering campaign is created to distinguish the Infiniti brand by utilizing the stylish FX with a new promotional line of 'Performance isn't black and white.. it's purple'.

This message focuses on human emotion as viewed through the eyes of Sebastian Vettel, revealing that performance is not just about statistics and numbers. Infiniti Marketing and Communication Director Jean-Pierre Diernaz for Europe, Africa and Middle East commented that the luxury performance automotive brand from Japan has a "strong point of view" regarding what performance is and how it should be delivered.

Having the "best" pilot in the world Sebastian Vettel to show this point of view is an indication of how "serious" they are in their ambitions to create the brand. TBWA\G1 in Paris created the creative platform. European Creative Director Alasdhair MacGregor Hastie stated that by portraying how emotion is "more important than cold science," they have provided Infiniti "its own performance positioning."

Beginning May 24, the campaign is shown all over the European region with a 60-second TV commercial, complemented by social media and digital platforms. There will also be a one-of-a-kind poster campaign with 20 remarkable works of art from five various artists all over the world.

The artists were briefed to determine an inventive and truly Infiniti method of representing things like the Continuous Damping Control, 4 Wheel Active Steering, Sport Brakes and V8 Power. There will be one image for each of the F1 race. These images will each portray the same overall message regarding how Infiniti sees performance -- not black and white but purple.

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