Distinct visual style helps the spot stand out.
When does the line between car and driver begin to blur?
That’s the question posed by a flashy new campaign introducing the Infiniti QX50 model with a “Study of Power” spot that represents a new approach for the brand.
The 90-second ad marks the first work from Infiniti’s new lead agency 72andSunny. It begins with a series of images representing human and automotive evolution, followed by the line, “We evolve over time,” and a series of visually striking comparisons between man and machine.
As the spot continues, it ponders big questions regarding adaptation and power as the QX50’s driver quite literally shifts into overdrive.
This existential approach is very ambitious for a new car model, but the ad’s distinctive visual style helps it stand out from other recent auto campaigns.
The work also marks a sharp departure from past Infiniti spots like a 2015 tie-in to the film National Lampoon’s Vacation and a 2016 ad in which a son makes an awkward confession to his conservative father.
“The launch of the QX50 is an exciting moment for our brand and our new partnership with 72andSunny. This vehicle embodies all that Infiniti stands for, most notably how every detail is designed and engineered to empower drivers,” Infiniti global chief marketing officer Melissa Bell said in a statement. “It was essential that we approach the launch in a modern, bold and thought provoking way that differentiates us among competitors in the premium category. I believe we’ve succeeded.”
72andSunny won global creative agency of record duties for Infiniti over the summer without a review. At the time, reports held that Crispin Porter + Bogusky, which had been AOR since 2014, would continue handling the brand’s U. S. marketing duties.
CREDITS Brand: INFINITI Global Chief Marketing Officer: Melissa Bell Global Head of Marketing Communications: Sophia Formoso Global Senior Manager, Marketing Communications: Stewart Szeto Global Senior Analyst, Marketing Communications: Shanshan Li Global Head of Marketing Planning and Product Marketing: Celine Weltmann Global Head of Brand Engagement: Damien Luniaud Global Manager, Brand Engagement: Ralf Schlosser
Agency: 72andSunny Group Creative Director: Gui Borchert CD/Designer: Sean Matthews CD/Writer: JC Abbruzzi CD/Writer: Nate Virnig Designer: Gideon Gillard Designer: Bart Graziana Writer: Cory Conrad Writer: Lauren Ferreira Strategy Director: Daniel Teng Group Brand Director: Hendrik Janse Van Rensburg Brand Director: Carinne Johannes Sr. Brand Manager: Megan Russell Brand Manager: Tony Hoang Group Production Director: Angelo Mazzamuto Producer: Elizabeth Corsini Partnerships and Legal Director: Jana Nauman Partnerships and Legal Manager: Beau Thomason Partnerships and Legal Coordinator: Nouran Sedaghat
Production Credits: Vendor: Tool Editorial: Arcade Finishing: Timber Sound/Mix: HECHO EN 72
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Erik Oster
@ErikDOster
Erik Oster is a staff writer for Adweek.
