Infiniti Wins An Emmy In NBC/Academy Deal

Joel McHale/Infiniti

Luxury auto brand Infiniti is vying for one of those little statues. The automaker, whose U.S. offices are in Nashville, Tenn., has inked a deal that makes it both a partner for a year of the Academy of Television Arts & Sciences and exclusive sponsor of the 62nd Emmy Awards on NBC.

During the broadcast hosted by Jimmy Fallon this Sunday, Infiniti will run custom advertising that showcases the all-new 2011 Infiniti QX luxury SUV.

The year-long partnership also makes the automaker co-host of the "62nd Primetime Emmys Performers Nominee Reception" on Thursday, for which Infiniti will provide 50 luxury vehicles for transporting people to and from the ceremony.

The series of vignettes features members of the cast of NBC's "Community" comedy show, which premieres Sept. 23.

Infiniti VP Ben Poore says the deal makes sense because it aligns thematically with the brand's "Inspired Performance" tag and is timed for the QX launch.



The vignettes, which were produced by NBC, will follow the story line of the "Community" show, although all of it takes place within an Infiniti QX. In the pieces, the stars of the show are dressed in black-tie formals and are traveling to an Emmy party, with conversation involving speculation about the evening to come.

The effort carries Infiniti's "modern luxury, powerfully crafted" mantra through a series of three comedic spots. The custom content will also be distributed virally and on social media platforms via an widget.

As exclusive auto sponsor, Infiniti also has media buys for traditional ads on NBC's "62nd Primetime Emmy Awards Red Carpet Special" and the subsequent awards broadcast.

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