"You'd end up with an inconsistent strategy and look," says Jon Brancheau, global marketing director since April. Not all markets are required to use the exact same ads going
forward, but "the intent is to have one look and feel on a consistent basis," he says.
The advertising will attempt to stand out by mimicking great global fashion brands such as Gucci and Dior, according to Rob Schwartz, chief creative officer of Infiniti's U.S. agency, TBWA/Chiat/Day. One new print ad compares the power of a wave, shown by a brush stroke, translated to the performance of the new G sedan. TV spots for the G sedan and G coupe will break Saturday during NCAA basketball broadcasts on ESPN.
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