Infiniti to Bow G35 Sport Coupe

The first work for Infiniti’s long-awaited G35 sport coupe will seek to position the upscale entry as a mid-size performance car for men who have a lifelong passion for speed.

Two TV spots from TBWA\Chiat\Day in Playa del Rey, Calif., are set to break as the G35 coupe hits showrooms on Nov. 4. Spending on the effort was not disclosed, but sources said it is expected to exceed $30 million. The Gardena, Calif., automaker spent $110 million on advertising last year and $80 million through July of this year, according to CMR.

The coupe, one of four new models launched this year by the luxury division of Nissan North America, follows the March introduction of the G35 sedan. Marketing for the coupe, which costs $2,000 more than the sedan’s $27,100 base price, takes a markedly different approach.

While TBWA\C\D’s three spots for the sedan used thermal imaging and other images worthy of a sci-fi movie, the coupe ads angle more for the warm and fuzzy while stressing speed. Introducing the G35 coupe at last year’s New York International Auto Show, the car maker said it offers the amenities of the sedan with the “emotion and excitement” of a sports car.

One spot, titled “Born to Run,” chronicles one man’s lifelong affinity for moving fast. It opens with grainy home-movie images of a toddler pedaling his tricycle, then, at a slightly older age, being playfully spun around upside-down by his father. Ultimately the ad shows a man fondly admiring a black G35 coupe. There is no voiceover, only onscreen text of Infiniti’s established tagline, “Accelerating the future.”

The other ad, titled “Long Time Driving,” examines a man’s fascination for speed, with rapid-fire images including an auto race. A voiceover at the end says, “The new G35 coupe. When did it start for you?”

Outdoor ads take a bare-bones approach. One says, “If fast were a color,” and shows a red coupe. One with a blue coupe says, “No one dreams in beige.”

Rob Schwartz, agency executive creative director, said the challenge was to position the coupe as distinct from the Z sports car Nissan has marketed since 1969.

“The Infiniti car is a more pre mium product and generally appeals to a more upscale buyer,” Schwartz said. “But it is still a driver who is very passionate about his car and likes to drive fast.”