TBWA\C\D Launches Infiniti FX Work

LOS ANGELES Two of three new spots for the Infiniti FX by Omnicom Group’s TBWA\Chiat\Day break today, the agency confirmed. The campaign takes a two-pronged approach to marketing the model.

One 30-second spot, “Secret Admirer,” stresses the small SUV’s sporty looks, said Tor Myhren, creative director at the Playa del Rey, Calif., shop. An attractive woman spots an FX parked in front of a restaurant. By the time she goes inside to write a note to the unknown owner, he has sped off. But the image of the FX lingers so long that she drops the note onto a fading, ghostly image of the vehicle. Another 30-second spot, “Extended Remix,” showcases the car’s practical features: its automatic key-recognition system, rear-view camera and 315-horsepower engine. Both spots carry the new tagline, “Impossible to ignore.” A third spot, “Bistro,” still in post-production, features a man in a cafe who is fixated on an FX outside, with numerous objects blocking his line of vision. “In one camera move,” explained Myhren, “everything moves out of the way until it’s just him, staring at the car.”

Myhren said there’s a place for both emotional and rational messages. “The feature stuff is necessary, but you can’t lose sight of the fact that they are buying into the emotional benefits of the brand,” said Myhren, who works under ecd Rob Schwartz. “What we found in research is that what people really love about it is the way it looks. That’s the insight we fed off. When you see it, you can’t ignore it.”

Myhren recalled that during the launch of the FX about a year ago, the agency’s team did three commercials with the theme, “315 horsepower, and utility when you need it.”

“The launch spots were an historical look at the category: At that time, cars were fast or big but never both,” said Myhren. “The first FX campaign was about speed and space.”

Myhren said Infiniti is now the fastest-growing luxury-car brand. The FX, which heavily skews to male consumers, is doing well in a niche category that includes the Porsche Cayenne and the Lexus 330, which tends to appeal to women. Myhren suggested that difference may arise from the design and platform. “The FX looks sporty and is based on the Z platform,” he said, “whereas the Lexus is not based on a performance platform.”

All three spots were produced by TBWA\C\D’s Lorraine Kraus, directed in New York by Anthony Atanasio of Identity and edited by Hank Corwin at Lost Planet. The copywriter was Craig Crawford, and the art director was Rui Alves.