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In teaser ads that began running April 23 for the new Q45, British character actor Jonathan Pryce, dressed all in black, ambles around an allwhite stage. In one spot, with no voiceover, Pryce walks by a gallery wall of artistic renditions of the letter ‘Q’. Onscreen type reads “Coming Soon. The New Q.” Another teaser spot simply has Pryce rehearsing for an ad for the Q45. The first brand ad, which bows this week, shows the actor describing the suspension system of the car, drawing lines on a glass panel with a black marker as if he is writing on the TV screen. That spot introduces a new tagline, “Everything That’s Possible.” Ads for the G20 and J30 models break in June.
As part of a broad restructuring of marketing and sales last week, Brad Bradshaw, who had been director of advertising of Infiniti, added Nissan advertising to his job. He said the big change from HHCC’s last campaign was not anticipated when Chiat was given the account last fall as part of a cost-reduction program. “Even though we are using an actor prominently, the car is the star of these ads,” said Bradshaw, who added that “Infiniti” has a strong awareness, but the individual models names do not. Infiniti sales are running 20% higher than last year.
Infiniti will spend about $110 million this year, of which Bradshaw said 10% will go into cable-TV, a first for Infiniti. The company will flood primetime TV on May 2 with the new work. Newspaper ads break this week.
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