Infiniti Builds ‘Community’ on Emmys

The cast of NBC’s Community will star in a series of vignettes for Infiniti during the Emmy Awards telecast in an attempt to maximize recall during the event.

Stars Joel McHale, Chevy Chase, Alison Brie and five others will be featured in one 30-second and two 45-second vignettes during the Emmys on Aug. 29. The telecast airs on NBC.

The segments feature the actors in an eight-seat Infiniti QX 56 heading to an Emmy party. At one point, Chase says he wants to put $100 on Glee, the Fox show that’s favored to win, and McHale uses the radio to drown out a pontificating Gillian Jacobs. In the end, it turns out there is no party. Instead, Danny Pudi had manufactured the event so the crew could spend time together.

Ben Poore, vp, Infiniti business unit, said the vignettes, plus lead auto sponsor designation during the show, are designed to “take our marketing dollars and make they look even bigger.”

Infiniti followed a similar strategy with the NCAA Men’s College Basketball Championship, when it ran segments with top coaches. The automaker is also buying time during this year’s election coverage on various news programs. “We think this allows us to break through in a way that’s very different,” said Poore.

Infiniti worked with its creative agency, TBWA\Chiat\Day, plus media buyer OMD and NBC on the effort.