Infiniti wins grudging respect from a grumpy German racing driver
Brand's SUVs take on German supremacy at a testing track in ad by CP&B
Jul 17, 2018
In a humorous new spot for Infiniti, a (fictional) legendary German racing driver gets increasingly furious as the brand's SUVs and crossovers are tested on his precious race track, meant for German luxury cars.
The spot focuses on the character Konrad Gunther, who has spent his life at the Bilster Berg racetrack and is a firm believer in the supremacy of German engineering. Then along comes Infiniti (and a bunch of testers who include American families) and he's not impressed. He's rude about all its helpful features, and keeps insisting that the track is ony for German cars. Until he finally gets a closer look at the car and mutters "How did Germany not do this first?"
The ad was directed by MJZ's Craig Gillespie ("I, Tonya") for CP&B, and as well as the 90-second video seen here, will run in multiple 30- and 15-second TV spots, and social and digital content.