Kate Hudson ‘Embraces Chaos’ to Represent Infiniti’s Target Car Buyer

Infiniti U.S. is leaning into the feeling of chaos underpinning prospective luxury car buyers’ lives in a short film promoting the Japanese automotive company’s forthcoming QX60 luxury SUV. The film and campaign, “Conquer Life in Style,” features actor, producer and wellness/spirits entrepreneur Kate Hudson as the ideal Infiniti U.S. car buyer as she deals with the various demands of her day. The “completely reimagined” three-row SUV isn’t completely shown in the film—the QX60’s big reveal won’t come until June 23. By teasing Infiniti vehicle’s 2022 model, the Nissan-owned brand is hoping to capture the attention and excitement typically reaped from major auto shows. While experiential events are starting to return, the QX60’s release still comes too early for such large, in-person gatherings. Still, Infiniti executives don’t view the film as a consolation for the absence of an event. As Phil York, Infiniti’s general manager for global brand and marketing, told Adweek, the company views this as an opportunity to speak more directly to its target audience. “We are entering a new era for Infiniti and a new era for how brands can connect with customers,” York said. “Infiniti has always been a brand designed for those who dare to be different, but in the case of the all-new QX60, we are targeting a busy, multi-dimensional customer who is not naturally following news in the automotive world.” The ideal partner and her many roles The challenge was to introduce Infiniti and its new SUV in a way that was relevant, York added. The short-film format that allowed viewers to discover the QX60 through Kate Hudson’s busy life is seen as an opportunity for the brand. Hudson embodies Infiniti’s “busy, complex, target customer,” York said. Granted, her profile is more aspirational than easily identifiable, even in the luxury brand realm. Still, she does jump into several roles and responsibilities, any of which would seem more than a full-time occupation: in addition to her Hollywood life, Hudson co-founded retail activewear brand Fabletics, has her own “gluten-free, non-GMO vodka, King St.; and is expanding her wellness empire with a new line of all-natural holistic nutritional supplements, InBloom. “In Kate, we could celebrate the many roles our potential owners will play from the boardroom to school drop-off—which she knows well,” York said. “Moreover, we also know our customer has an appetite for a serene and spacious family crossover. They’re looking for a sleek modern design, serene interior comfort, and confidence-inspiring technology to meet the needs of their busy schedules. We know the QX60 fits the bill; it was the ideal partnership for us.” A car aims to conquer chaos Along with leaning into the varied roles that people find themselves needing to satisfy, the film and accompanying campaign also attempt to speak to other deeper feelings at this moment. There’s the sense of the U.S. transitioning from lockdowns during the pandemic. But amid the elation of life reopening across the country, there’s a vague unease and sense of disarray. Rather than merely aim for an escapist portrayal—though there is that aspect to the “Conquer Life in Style”—Infiniti sought to recognize it and address those sentiments head on. Through Infiniti’s internal research, for example, the car company learned its target customers are four times more likely to be involved with philanthropy—and twice as likely to be the go-to friend for advice, York said. “This is a person who is sophisticated but loves self-deprecating characters who don’t take themselves too seriously,” York said. “Isn’t that Kate in a nutshell? “The insight for ‘Conquer Life in Style’ came primarily from our target customer,” York continued. “Life is a beautiful mess—constantly juggling priorities, constantly on the go. The Infiniti QX60 is for any person who embraces the chaos life throws at them—career, family, friends, community, etc. Certainly, the number of roles we have all had to play in the last year has grown immensely. We are looking to connect with those who embrace that multi-faceted life and power through the chaos with grace. We have built the SUV their busy life requires with a serene interior, stylish exterior and intuitive technology, to help them … conquer life in style.” The reset in automotive luxury Sustainability has become another concern for consumers. That’s particularly true of luxury car buyers. A Morning Consult poll in January found roughly three-quarters of U.S. adults consider reducing their environmental impact as either a major or minor influence on both their personal behaviors (i.e., choosing to drive less, eating less meat) and their purchasing decisions (i.e., selecting products that are more sustainably produced) on a daily basis. In response, a number of car companies, such as General Motors and Infiniti’s parent Nissan, have been doubling down on trying to own the electric vehicle space. It’s a topic that Infiniti plans to take on as the campaign rolls out. “In returning to Japan, we've taken time to reset, recalibrate and identify what is right for our brand,” York said. Infiniti's priority is to offer a modern take on Japanese luxury—a premium automotive brand that connects with its customers and their needs in core markets and volume segments.” For example, Infiniti’s QX55 coupe crossover arrived in showrooms in the U.S. and Canada in April to highlight the company’s focus on sustainability. “In the coming months, the all-new QX60 luxury crossover will showcase a fresh and forward-looking vision,” York said. “Additional details will be forthcoming as Infiniti’s journey continues.” General Motors’ Diversity Media Spending Plan Could Be a Template for Other Brands