Uptight German race car driver slowly warms up to Infiniti SUVs in new campaign

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.

Overall Rating
5/5 Vote

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.