CP+B Breaks the News to Dad in New Spot for Infiniti

By Erik Oster 

CP+B launched a new spot for Infiniti, positioning the luxury car brand as the option for the young and empowered, as opposed to the old and traditional.

In the spot, a young man sits down for a difficult talk with his (presumably staunchly Republican) father, in his stuffy sitting room. The father, we learn from a series of family photos, is a lifelong BMW driver. His son has apparently just bought an Infiniti and dad is not pleased. BMW is never mentioned by name, but glimpsed in the photos and alluded to when the father says “This isn’t how we raised you” in response to his son’s “I’m sorry if you don’t like it, but it just feels right.” Yikes, things are really heating up in Westchester County…

That the son’s choice of luxury car brand is such a dramatic problem for the two is more than a bit over-the-top (you’d think he just told his dad he quit law school to pursue his dreams of becoming a house DJ or something). But the message is a clear one: Infiniti is not your father’s brand.  So while us peasants may scoff at the idea of the young man’s purchase driving a wedge between him and his father, those actually in the market for the vehicle will get the message, even if the presentation here is a tad overblown. The spot ends somewhat abruptly, which makes us wonder if CP+B has a follow-up in the works, continuing the story with the son somehow making his father see things his way.

Client: Infiniti Motor Company Ltd.
Campaign Title: Power of Infiniti
Agency: CP+B
VP/Chief Creative Officer: Ralph Watson
VP/Executive Creative Director: Michael Raso
Creative Director/Art Director: Dave Steinke
Associate Creative Director/Copywriter: Brett Dixon
Art Director: AnneMarie Longtine
Copywriter: Sarah Turner
VP/Associate Director of Content Production: Sloan Schroeder
Integrated Producer: Autumn Hines
Director of Product Strategy: John Frazier
Product Specialist: John Heathfield
Sr. Business Affairs Manager: Lisa Gillies
VP/Group Strategy Director: Jennifer Hruska
Sr. Strategist: Sarah Garman
Strategist: Bethany Lechner
VP/Group Account Director: Kate Frazier
Account Director: Ted Morse
Account Supervisor: Shawn Casey
Production Company: MJZ
Director: Craig Gillespie
DP: Masanobu Takanayagi
President: David Zander
Executive Producer: Emma Wilcockson
Producer: Mark Hall
Editorial: NO6
Editor: Chan Hatcher
Assistant Editor: Randy Baublis
Offline Producer: Amanda Ornelas
VFX/Graphics/Finishing Method
VFX Supervisor: Wensen Ho
Executive Producer: Robert Owens
Producer: Paula S. Jimenez
Color: C03
Sr. Colorist: Stefan Sonnenfeld
Rhubie Jovanov: Executive Producer
Sound/Design Mix: Lime Studios, Santa Monica
Sound Engineer: Mark Meyuhas
Executive Producer: Susie Boyajan
Music: JSM
Executive Producer/Composer: Joel Simon
Composer: Nathan Kil
Director of Marketing Communications & Media: Allyson Witherspoon
Senior Manager Brand Strategy & Marketing Communications: Kathy Roznowski