LOS ANGELES--Nissan North America's luxury division, Infiniti, on Monday, launched a campaign for its new I35 luxury sedan.
Created by TBWA\Chiat\Day in Playa del Rey, Calif., the campaign includes broadcast, print and outdoor ads. While the budget was undisclosed, sources estimate spending at approximately $20 million.
Ads attempt to highlight improvements in the car's performance, luxury and technology. Those new features include an increase in engine size and subsequent name change from the I35's predecessor, the I30, as well as interior and exterior enhancements.
The TV spot, "Hummingbird," includes a voiceover from actress Natasha Richardson, who has lent her voice to other Infiniti spots. In the ad, the I35 travels on a country road, with a hummingbird in the foreground. The camera slows down so that viewers can see the bird's wings beating and the profile of the I35. As the car approaches, Richardson says, "Don't blink," and the camera returns to full-speed. The ad closes with the new I35 tag, "More power, more grace, more I ... the new I35, from Infiniti."
The spot is to run during such programs as Law & Order, The West Wing, CSI: Crime Scene Investigation and The Amazing Race.