When does the line between car and driver begin to blur?
That’s the question posed by a flashy new campaign introducing the Infiniti QX50 model with a “Study of Power” spot that represents a new approach for the brand.
The 90-second ad marks the first work from Infiniti’s new lead agency 72andSunny. It begins with a series of images representing human and automotive evolution, followed by the line, “We evolve over time,” and a series of visually striking comparisons between man and machine.
As the spot continues, it ponders big questions regarding adaptation and power as the QX50’s driver quite literally shifts into overdrive.
This existential approach is very ambitious for a new car model, but the ad’s distinctive visual style helps it stand out from other recent auto campaigns.
The work also marks a sharp departure from past Infiniti spots like a 2015 tie-in to the film National Lampoon’s Vacation and a 2016 ad in which a son makes an awkward confession to his conservative father.
“The launch of the QX50 is an exciting moment for our brand and our new partnership with 72andSunny. This vehicle embodies all that Infiniti stands for, most notably how every detail is designed and engineered to empower drivers,” Infiniti global chief marketing officer Melissa Bell said in a statement. “It was essential that we approach the launch in a modern, bold and thought provoking way that differentiates us among competitors in the premium category. I believe we’ve succeeded.”
72andSunny won global creative agency of record duties for Infiniti over the summer without a review. At the time, reports held that Crispin Porter + Bogusky, which had been AOR since 2014, would continue handling the brand’s U.S. marketing duties.
Global Chief Marketing Officer: Melissa Bell
Global Head of Marketing Communications: Sophia Formoso
Global Senior Manager, Marketing Communications: Stewart Szeto
Global Senior Analyst, Marketing Communications: Shanshan Li
Global Head of Marketing Planning and Product Marketing: Celine Weltmann
Global Head of Brand Engagement: Damien Luniaud
Global Manager, Brand Engagement: Ralf Schlosser
Founder/Creative Co-Chair: John Boiler
Founder/ Creative Co-Chair: Glenn Cole
Chief Executive Officer: Matt Jarvis
Executive Creative Director, Partner: Jason Norcross
Group Creative Director: Gui Borchert
CD/Designer: Sean Matthews
CD/Writer: JC Abbruzzi
CD/Writer: Nate Virnig
Designer: Gideon Gillard
Designer: Bart Graziana
Writer: Cory Conrad
Writer: Lauren Ferreira
Strategy Director: Daniel Teng
Group Brand Director: Hendrik Janse Van Rensburg
Brand Director: Carine Johannes
Brand Director: Mandy Wakimoto
Sr. Brand Manager: Megan Russell
Brand Manager: Tony Hoang
Group Production Director: Angelo Mazzamuto
Producer: Elizabeth Corsini
Jr. Producer: Max Belin
Partnerships and Legal Director: Jana Nauman
Partnerships and Legal Manager: Beau Thomason
Partnerships and Legal Coordinator: Nouran Sedaghat
Production Company: Tool
Managing Partners: Oliver Fuselier and Dustin Callif
Executive Producer: Brad Johns
Line Producer: Lee Trask
Sound/Mix: HECHO EN 72