Infiniti Targets Younger Buyers

TBWA Chiat/Day is breaking a TV and print campaign for Infiniti’s new G20 sedan, touting the luxury car as “Born in Japan. Educated in Europe. Sold in the U.S.”
The estimated $40 million effort, which seeks to deliver the message that a Japanese luxury car can have European styling, breaks this month with newspaper ads in USA Today, The Wall Street Journal and The New York Times. Magazine ads also launch this month in car enthusiast publications as well as men’s and women’s lifestyle books.
The campaign’s first TV spot, to break in August, shows the $25,000 sedan cruising around world icons such as the Eiffel Tower and Oxford University, said Tom Orbe, vice president and general manager of Gardena, Calif.-based