TBWA\C\D Drives Infiniti Off the Page

LOS ANGELES Print ads for the Infiniti FX45 from Omnicom’s TBWA\Chiat\Day create a unique “afterimage” effect to illustrate the theme and tagline, said its agency creators.

A spread’s left-page copy (“In a world of ordinary and conventional only the most distinctive will ever leave a truly lasting impression”) matches the silver-metallic color of the FX45 model opposite. Right-page copy adds the “Impossible to forget” tag and additional product points. When readers turn the page, they see a screened visual of the SUV under the copy of whichever advertorial follows, a “ghost” image of the FX45 in the same position as in the preceding right-hand page.

“This is born out the notion derived from our many focus groups,” said Tor Myhren, agency creative director. “After we’d struggled with what to say about it, the groups kept coming back to us saying that the FX looks great, different, unique, that you can’t get it out of your mind. So we took that as a literal strategy.”

Myhren said that the complex media buy, executed by OMD client communications director Warren Schaffer for the Playa del Rey, Calif., agency, would run exclusively in 15 Conde Nast fall magazines. That involved clearing the afterimage-page buy with multiple advertorial sponsors, and often meant rearranging copy and art on the bottom of those pages to clear a parking space for the FX45. Clearing the buy “went all the way up to [Conde Nast chief] Si Newhouse,” said Schaffer.

Myhren said the Infiniti team, which includes art director Rui Alves and copywriter Craig Crawford, had considered a similar TV campaign, in which the image would ghost the next spot. That proved impossible to execute, even assuming control over adjacent spots. Myhren said the team had enjoyed success with “more disruptive print stuff” for the QX56, when they purchased magazine inserts with a leathery grain or woody sheen to match the vehicle’s upholstery.

“It’s fun coming up with ideas that don’t fit into traditional media notions,” said Alves. “We had originally meant the image to burn gradually away over several pages. Then there’d be no missing it. But that turned out to be economically unfeasible.”