• by Tanya Gazdik , December 28, 2017

Infiniti’s first TV spot for the new 2018 QX80, the brand's flagship full-size SUV, is built on the premise that luxury is inclusive and sophistication is something to be shared. 

The 30-second national spot, titled "Thrones," opens with a series of images of the most luxurious seats from around the world. Taking inspiration from various regions and historical eras, the thrones featured were custom made. The spot then cuts to a scene of friends inside the new Infiniti QX80 and its specially crafted luxury features, including quilted semi-aniline leather-appointed seats and wood trim accents.

"The beginning of the commercial says it best: 'For centuries, the best seats were built for one.' Today, we aim to deliver the ultimate expression of inclusive luxury where no passenger takes a back seat,” said Phil O'Connor, director, marketing communications and media, in a release. 

The spot, which breaks Jan. 1, was created by Infiniti and the brand's creative agency, 72andSunny Los Angeles. The effort also includes a variety of shorter films on Infiniti's social media channels.

The automaker is also prepping the debut of a concept car at the North American International Auto Show in Detroit on Jan. 15. The concept previews a new generation of Infiniti vehicles, according to the automaker. 

"As a new wave of technologies begins to take shape, our Detroit concept car heralds a new generation of Infiniti,” says Alfonso Albaisa, senior vice president global design, in a release. “A seamless and stunning new design philosophy demonstrating Infiniti artistry in the new age of autonomy and breakthrough drivetrains. In Detroit, shown alongside Prototype 9, Infiniti aims to showcase a new elegance, one that strikes harmony and simplicity in a complex world."