Infiniti Touts Q45, QX4

TBWA/C/D Spots Prepare Road for New I30
LOS ANGELES – A flower blooms in the glow of the new Infiniti Q45 sedan’s Xenon headlamps and the QX4 sport utility vehicle’s “monoframe” plunges earthward like a spent rocket booster in new TV spots breaking this week from TBWA/Chiat/Day.
The two 30-second spots – the first in a campaign that promises a more cohesive look and feel – will air for three months and segue into the launch of the I30 sedan, said Tom Orbe, vice president and general manager of Nissan North America’s Infiniti division.
The campaign keeps the 2-year-old “Own one and you’ll understand” tagline and includes print executions.
The Q45 spot touts the safety of Xenon lights, calling them “the closest thing to daylight since daylight.”
The QX4 spot, shot over the Mojave Desert by skydivers who leapt from a plane along with the vehicle’s monoframe, highlights the SUV’s solid construction. The monoframe turns into a whole vehicle as it lands.
“We needed ads that were crisp, clever and continuous,” Orbe said. “That’s the kind of customers we have.”
The ads, aimed at Infiniti’s target market of active, affluent people aged 30-55, needed to appeal to existing and prospective Infiniti owners and be suitable for use in dealer showrooms, Orbe said.
“The color palette and stylistic cues are dramatic and set us apart,” said Bonnie Schwartz, account director at TBWA/C/D, Playa del Rey, Calif.
Spending was undisclosed. Infiniti media expenditures totaled $121 million in 1998 and nearly $11 million in the first three months of 1999, according to Competitive Media Reporting.
Orbe said the I30 launch will be backed by over $50 million in media. ¡