INFINITI KICKS OFF $40 MILLION CAMPAIGN

Marketer Puts 'Full-Tilt Boogie' Push Behind G35 Sedan

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DETROIT (AdAge.com) -- Nissan North America's Infiniti brand launches an estimated $40 million integrated ad campaign this week for its all-new G35 sports sedan.

Newspaper inserts arrive today, and the first of three national TV spots breaking Friday. The first commercial, from Omnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif., gives viewers a look at Infiniti's future. The brand is pumping up its performance image by giving its cars more horsepower and moving to rear-wheel-drive.

Two other spots

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break April 1 with the tagline "Accelerating the future."

The car will get the marketer's most concentrated launch in six years -- a "full-tilt boogie," said Steve Sammons, manager of Infiniti's model line.

He declined to discuss specifics, but did say that the G35 launch "will communicate a new momentum for Infiniti ... a new face for Infiniti that hasn't been in the marketplace."

The brand started a pre-launch campaign for the G35 online last fall with the tag "The future is coming."

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