INFINITI IS 'THINKING OF YOU'
Signifying the Division's Ideology
LOS ANGELES, June 10 /PRNewswire/ -- Infiniti, the luxury car division of Nissan Motor Corporation U.S.A., has a new advertising campaign that embraces Infiniti's unique business philosophy, reflected in the company's dedication to customer satisfaction and its commitment to providing a Total Ownership Experience(TM). The campaign introduces the new tag line, "Thinking of You," which expresses the way Infiniti conducts its business -- encompassing everything Infiniti makes and does, and identifying with the luxury consumer.
Set to launch on June 13, the artistic black-and-white spots feature Jonathan Pryce (Infiniti's signature spokesperson) on-location in Prague -- one of Europe's most elegant cities and one of the world's hottest jazz scenes -- accompanied by Dave Brubek's legendary jazz anthem, "Take Five." Filmed over a four-week period, the ads form a personal bond with the consumer, with Jonathan Pryce asking a series of meaningful questions -- some voiced off-camera and others posed directly to the camera -- creating an emotional mood while also enhancing the vehicle's timeless beauty and sophisticated appeal.
"The new ad campaign is meant to show audiences that Infiniti is a leader in thoughtful luxury and comprehends the needs of today's luxury consumer," said Roger Jolicoeur, vice president, Infiniti Division. "The tagline envelopes the whole Infiniti ideology, from vehicle design and manufacturing to retailing and customer service, with the ads acting as the messenger of this philosophy."
The Infiniti Q45, J30 and I30 are pictured amidst the majesty of Prague in five 30-second television spots that will air on major prime- time programs nationwide. In conjunction with the television placements, a "Thinking of You" print campaign will run -- featuring a four-page unit in select newspapers nationwide, and a five-page gatefold inserted into over 30 major magazines -- representing the greatest choreographed marketing effort for Infiniti since the I30 launch in mid 1995.
The new Infiniti television ads differ from previous ones in a number of significant ways: Jonathan Pryce is moved from the blank white studio stage to an on-location setting; other people are incorporated, including jazz diva Nancy Wilson in a cameo role (she is also the voice heard delivering the "Thinking of You" tag line); and each spot carries a unique message with Jonathan Pryce's questions being visually interpreted by scenes in the ads.
"The ads focus on the appeal of the vehicles' primary benefits and attributes as well as on the strength of our Infiniti brand messages," said Jolicoeur.
The "Thinking of You" tag line and ad campaign was created and implemented by the Venice, Calif. offices of TBWA Chiat/Day as part of an overall brand effort for Infiniti. The campaign forms the base for launching Infiniti's new flagship Q45 sedan and the new luxury SUV, the QX4, both planned to go on sale this fall. Introduction of both new luxury vehicles, combined with last year's I30 launch, will position Infiniti well for the 1997 model year and offer Infiniti's dealers their third new model in less than 18 months.
Infiniti, the luxury car division of Nissan Motor Corporation U.S.A., is supported by a network of 150 Infiniti dealerships. A leader in customer satisfaction, Infiniti introduced the Total Ownership Experience (TOE) to enhance the car-buying process. Beginning with the relaxed, pressure-free atmosphere of the dealership and extending to Infiniti's industry-leading warranty and ownership programs, TOE includes a free 48-month, 24-hour roadside assistance program, a free Infiniti loan car with scheduled service appointments and expedited parts via a satellite parts network.
/CONTACT: Pam Highwart, Nissan North America, 310-771-5887; or Stacy Effron, Porter/Novelli, 310-444-7081/
CO: Nissan Motor Division U.S.A.; Infiniti ST: California IN: AUT SU:
BB-TT -- LAM021 -- 0936 06/10/96 05:00 EDT http://www.prnewswire.com
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|Date:||Jun 10, 1996|
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