Celebs Drive Infiniti Campaign to Latinos

NEW YORK Infiniti has embarked on an integrated multiplatform media campaign to drive sales of its luxury brand among Hispanic consumers.

The TV and print push “Disenodesempeno” (“Design and performance”) began rolling out this week in Los Angeles, Miami and New York. It features Latin artists and celebrities, including trumpeter Alfredo “Chocolate” Armenteros and chef Douglas Rodriguez.

“We are excited about this opportunity to engage consumers on a deeper level by celebrating design and performance with passionate and talented artists and the Hispanic community,” said Infiniti vp of marketing Ben Moore.

Three 30-second Spanish-language TV spots examine the point at which design meets performance, touting the Infiniti G, FX and QX series of vehicles. The ads were directed and edited by Vincent Haycock of the production company Vitamin for Miami-based agency Marca Hispanic on behalf of Infiniti.

Each spot focuses on an Infiniti vehicle, pairing the car with a high-profile person whose image is captured on a darkened, highly reflective stage. Conceptual artist and Colombian native Federico Uribe intersects with Mexican alternative pop musician Ely Guerra; glass blower and artist Jose Cardiet meets trumpeter Armenteros; and chef Rodriguez challenges Nicaraguan American percussionist Annette A. Aguilar.

As part of the marketing effort, Infiniti will host an event in New York at STK on Nov. 28 to put the line of luxury vehicles on view and show off the TV spots featuring the autos.