Ad of the Day: A Son Betrays His Father in the Most Painful Way in This Infiniti Spot

Family tradition goes out the window in CP+B's latest

The luxury auto wars get personal in Crispin Porter + Bogusky's new 60-second spot for Infiniti, as a young man bearing a terrible secret travels to meet his father, knowing he's about to let him down in a major way.

The confession is perfectly awkward, and subtle too, as the market leader—clearly Dad's preferred brand—is glimpsed only in photos. By the end, though, the message is clear. Infiniti is for the young, empowered driver. And that old, stodgy nameplate is for old, stodgy folks who just don't get it.

Infiniti's strategy of empowering drivers helped Infiniti break global sales records in 2015 with a 16 percent year-over-year increase, CP+B says. That strategy will continue throughout 2016.


Client: Infiniti Motor Company Ltd.

Campaign Title: "Power of Infiniti"

Agency: CP+B

Vice President, Chief Creative Officer: Ralph Watson

Vice President, Executive Creative Director: Michael Raso

Creative Director, Art Director: Dave Steinke

Associate Creative Director, Copywriter: Brett Dixon

Art Director: AnneMarie Longtine

Copywriter: Sarah Turner

Vice President, Associate Director of Content Production: Sloan Schroeder

Integrated Producer: Autumn Hines

Director of Product Strategy: John Frazier

Product Specialist: John Heathfield

Senior Business Affairs Manager: Lisa Gillies

Vice President, Group Strategy Director: Jennifer Hruska

Senior Strategist: Sarah Garman

Strategist: Bethany Lechner

Vice President, Group Account Director: Kate Frazier

Account Director: Ted Morse

Account Supervisor: Shawn Casey

Production Company: MJZ

Director: Craig Gillespie

Director of Photography: 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

Visual Effects, Graphics, Finishing Method

Visual Effects Supervisor: Wensen Ho

Executive Producer: Robert Owens

Producer: Paula S. Jimenez

Color: C03

Senior Colorist: Stefan Sonnenfeld

Executive Producer: Rhubie Jovanov

Sound, Design Mix: Lime Studios

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