The luxury auto wars get personal in Crispin Porter + Bogusky new 60-second spot for Infiniti, as a young man bearing a terrible secret travels to meet his father, knowing he's about to let him down in a major way.
The confession is perfectly awkward, and subtle too, as the market leader—clearly Dad's preferred brand—is glimpsed only in photos. By the end, though, the message is clear. Infiniti is for the young, empowered driver. And that old, stodgy nameplate is for old, stodgy folks who just don't get it.
Infiniti's strategy of empowering drivers helped Infiniti break global sales records in 2015 with a 16 percent year-over-year increase, CP+B says. That strategy will continue throughout 2016.
CREDITS
Client: Infiniti Motor Company Ltd.
Campaign Title: Power of Infiniti
Agency: CP+B
VP/Chief Creative Officer: Ralph Watson
VP/Executive Creative Director: Michael Raso
Creative Director/Art Director: Dave Steinke
Associate Creative Director/Copywriter: Brett Dixon
Art Director: AnneMarie Longtine
Copywriter: Sarah Turner
VP/Associate Director of Content Production: Sloan Schroeder
Integrated Producer: Autumn Hines
Director of Product Strategy: John Frazier
Product Specialist: John Heathfield
Sr. Business Affairs Manager: Lisa Gillies
VP/Group Strategy Director: Jennifer Hruska
Sr. Strategist: Sarah Garman
Strategist: Bethany Lechner
VP/Group Account Director: Kate Frazier
Account Director: Ted Morse
Account Supervisor: Shawn Casey
Production Company: MJZ
Director: Craig Gillespie
DP: Masanobu Takanayagi
President: David Zander
Executive Producer: Emma Wilcockson
Producer: Mark Hall
Editorial: NO6
Editor: Chan Hatcher
Assistant Editor: Randy Baublis
Offline Producer: Amanda Ornelas
VFX/Graphics/Finishing Method
VFX Supervisor: Wensen Ho
Executive Producer: Robert Owens
Producer: Paula S. Jimenez
Color: C03
Sr. Colorist: Stefan Sonnenfeld
Rhubie Jovanov: Executive Producer
Sound/Design Mix: Lime Studios, Santa Monica
Sound Engineer: Mark Meyuhas
Executive Producer: Susie Boyajan
Music: JSM
Executive Producer/Composer: Joel Simon
Composer: Nathan Kil
Infiniti
Director of Marketing Communications & Media: Allyson Witherspoon
Senior Manager Brand Strategy & Marketing Communications: Kathy Roznowski