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Infiniti pokes fun at the German automobile superiority complex in the latest campaign for its family of SUVs and crossover vehicles.

In the ‘Start Your Own Legacy’ campaign, we meet Konrad Gunther, a fictional, yet legendary, German racer who grew up and still drives on the Blister Berg track – a Nürburgring-like testing track where they “prove German luxury cars are the best in the world,” according to Gunther.

When the Infiniti QX50, QX60 and QX80 models show up to challenge the track, Gunther dismisses them and their family-friendly features, until he digs a little deeper.

Gunther and the Blister Berg are designed to be the very personification of the stodgy, exclusivity of the luxury automobile tradition. Gunther nitpicks, criticizes and questions Infiniti’s many advanced, family-friendly SUV features for not become welcome on the track. But in doing so, he becomes an ally for the brand.

The tongue-in-cheek campaign, by CP+B, is made to show that the Infiniti family of SUVs and crossovers defy tradition. Helmed by Craig Gillespie, the director of I, Tonya, the spots are cinematic and dramatic like the luxury performance commercial you expect, while also humorous thanks to antihero Gunther, who, even in his critical approach to the vehicles, ends up loving them once he gets behind the wheel and looks under the hood.

The campaign features a 90-second long-form video as well as multiple 30- and 15-second TV spots, each featuring one of the models. Social and digital content will support the TV commercials.

See the spots by clicking on the Creative Works box below.

CP+B: Infiniti USA 'Start Your Own Legacy'

Agency: CP+B
Client: Infiniti USA
Date: July 2018

In the ‘Start Your Own Legacy’ campaign for Infiniti, we meet Konrad Gunther, a fictional, yet legendary, German racer who grew up and still drives on the Blister Berg track – a Nürburgring-like testing track where they “prove German luxury cars are the best in the world,” according to Gunther.

When the Infiniti QX50, QX60 and QX80 models show up to challenge the track, Gunther dismisses them and their family-friendly features, until he digs a little deeper.

Gunther and the Blister Berg are designed to be the very personification of the stodgy, exclusivity of the luxury automobile tradition. Gunther nitpicks, criticizes and questions Infiniti’s many advanced, family-friendly SUV features for not become welcome on the track. But in doing so, he becomes an ally for the brand.

The tongue-in-cheek campaign, by CP+B, is made to show that the Infiniti family of SUVs and crossovers defy tradition.

Credits:
 

CLIENT: Infiniti Motor Company Ltd.

AGENCY: CP+B

GLOBAL CHIEF CREATIVE OFFICER: Linus Karlsson

VP/EXECUTIVE CREATIVE DIRECTOR: Adam Chasnow

CREATIVE DIRECTOR: Mark St. Amant

CREATIVE DIRECTOR: Jason Pierce

ACD/ART DIRECTOR: Donny Brunner

ACD/COPYWRITER: Ryan Contillo

VP/DIRECTOR OF CONTENT PRODUCTION: Sloan Schroeder

SENIOR INTEGRATED PRODUCER: Jamie Slade

GROUP ACCOUNT DIRECTOR: Steve Barry

MANAGEMENT SUPERVISOR: Lauren Wheaton

CONTENT MANAGER: Hayden Zellers

VP/CO-HEAD OF STRATEGY: Jennifer Hruska

SENIOR STRATEGIST: Albert Opraseuth

PRODUCT SPECIALIST: John Heathfield

SENIOR BUSINESS AFFAIRS MANAGER: Kimberly Campbell

INFINITI MOTOR COMPANY USA: Director, Marketing Communications & Media, Phil O’Connor

Sr. Manager, Marketing Communications, Kathy Roznowski

Manager, Marketing Communications, Brooke Hoekstra

Sr. Planner, Marketing Communications, Lindsay Ricotta

PRODUCTION COMPANY & CITY: MJZ, LA

DIRECTOR: Craig Gillespie

PRESIDENT: David Zander

EXECUTIVE PRODUCER (MJZ): Emma Wilcockson

PRODUCER (MJZ): Ed Callaghan

STAFF PRODUCTION MANAGER (MJZ): Jake Weimer

DIRECTOR OF PHOTOGRAPHY: Stuart Graham

SERVICE PRODUCTION COMPANY & CITY: Tony Petersen Film GmbH, Berlin

EXECUTIVE PRODUCER (TPF): Michael Duttenhöfer

PRODUCER (TPF): Rocco Kopecny

EDITORIAL COMPANY & CITY: Cut and Run, LA

EDITOR: Jay Nelson

ASST. EDITOR: Eli Beck-Gifford

EXECUTIVE PRODUCER (CUT AND RUN): Amburr Farls

Producer (CUT AND RUN): Jared Thomas

TELECINE COMPANY & CITY: MPC, LA

COLORIST: Ricky Gausis

TELECINE SENIOR PRODUCER: Rebecca Boorsma

VISUAL EFFECTS COMPANY & CITY: MPC, LA

MANAGING DIRECTOR: Robert Owens

HEAD OF PRODUCTION: Colin Clarry

EXECUTIVE PRODUCER: Elexis Stearn

FINISHING EXECUTIVE PRODUCER: Karena Ajamian

SENIOR VFX PRODUCER: Bomyee Hwang

CREATIVE DIRECTOR/2D SUPERVISOR: Claus Hansen

ON-SET VFX SUPERVISOR: Stephane Allender

COMPOSITORS: Toya Drechsler, Sandra Ross, Jon Rogala, Andre Arevalo, Sam Shiflett, Hector Cabrera, Josh Guillaume, Rob Ufer, Joshua Pena

CG LEAD: Julian Fitzpatrick

CG GENERALISTS: Michael Reed, Matt Maude

CLEAN UP/ROTO LINE PRODUCER: Abhinav Sharda

CLEAN UP/ROTO SUPPORT SUPERVISOR: Siju Murugan

2D CLEAN UP ARTISTS: Sivakumar R, Silambarasan R P

MUSIC COMPANY & CITY: JSM Music, NYC

COMPOSERS (JSM): Seamus Kilmartin, Naren Rauch

EXECUTIVE PRODUCERS (JSM): Joel Simon, Jeff Fiorello

PRODUCER (JSM): Norm Felker

SOUND DESIGN CO & CITY: Lime Studios, LA

MIX ENGINEER: Matt Miller

MIX ENGINEER ASSISTANT: Lisa Mermelstein

EXECUTIVE PRODUCER (MIX): Susie Boyajan

Tags: United States
 
 
 
 
 
 
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