INFINITI
INFINITI's vision is to build luxury experiences for daring and unique individuals who pursue distinction in their lives, styles, and vehicles. The driver and passenger are at the heart of everything, with innovative technology and design aimed at addressing people's true needs and making every journey safe, convenient, and exhilarating.
The backbone to this notion is the details. Everything matters. So we created ads that communicate luxury through the language of obsessive perfectionism. Whether the story was about finding the “perfect” materials, cupholder-worthy metals, flawless maple grain, or ideal headrest thread, what's being sold here isn't just a vehicle; it's a philosophy of uncompromising craftsmanship where nothing less than the best will do. The consumer takeaway is that Infiniti operates at a level of detail and dedication that borders on the absurd, and that this extreme attention to minor components justifies the vehicle's premium positioning.
The campaign was very successful as the QX56 attracted a younger, more affluent demographic compared to its rivals and quickly became a strong competitor in the full-size luxury SUV class.
