Infiniti revamps its ads in advance of 130 debut

Guilford, Dave
June 1999
Advertising Age;6/14/1999, Vol. 70 Issue 25, p76
Trade Publication
This article discusses the revamped campaign advertising of Infiniti, a division of Nissan North America, as of June 14, 1999 for its Q45 flagship sedan and QX4 sport-utility vehicle. Infiniti revamped the look and feel of the advertisement to perfect the September 1999 launch of the redesigned I30 sedan. Keeping the Own One and You'll Understand tagline, the new TV spots feature New Age-sounding music by singer Annie Lennox and pitch Infiniti's technological prowess. Tom Orbe, Infiniti vice president- general manager, reiterated that the company needs to restate its image before the I30 effort. The look and musical signature of the new advertisements will carry through to the I30 launch. Thus, the division characterizes this effort as crisp, clever and enjoyable. In addition, ad budgets of Infiniti will be aggressive as it seeks to break the 100,000 unit annual sale barrier within five years.


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