Infiniti
This launch campaign was “the most talked about campaign of the decade”- according to the New York Times.
Lexus was already being sold in dealerships— or more important the first Infiniti Q had not rolled off the new assembly line.
The challenge was to delay buyers from purchasing competitor Lexus until Nissan could finally introduce Infiniti. What resulted was the first car campaign to sell the car without showing the car.
Each Infiniti spot used the ancient concept of the Japanese zen garden. After a few moments of viewing the lack of visual information allowed one to focus inward.
The Infiniti 30s and even 60s used a locked-off camera with no edits in order for the viewer to quickly appraise the visual information and move on to absorbing the voice-over’s message.
Every country had a signature luxury automobile.
Our goal was for Nissan to define Japanese luxury with Infiniti.
A few days before the grand opening of Infiniti dealerships this 60-second spot ran.