Infiniti is enlisting an award-winning actress and director to introduce its all-new QX60 SUV.
“Infiniti Presents: Conquer Life in Style with All-New QX60,” stars Kate Hudson and is directed by Zack Snyder, known for directing or producing a number of comic book and superhero films.
The short film reveal will stream 10 a.m. PT (1 p.m. ET) June 23 at www.Infinitiusa.com/2022-QX60 and the automaker's social channels.
The multifaceted Hudson, a Golden Globe winner and Academy Award-nominated actress, producer, entrepreneur, and bestselling author, embodies the target customer for the brand and its three-row SUV, says Infiniti Global Brand and Marketing General Manager Phil York.
“In Kate, we could celebrate the many roles our potential owners will play from the boardroom to school drop-off — which she knows well,” York tells Marketing Daily. “Seeing the QX60 in Kate’s world gives us a unique chance to connect with our customers in a relevant and meaningful way and the opportunity to introduce our brand through someone they identify with.”
Target buyers for the SUV embrace the many roles they serve. Internal research found that 92% hold leadership positions at work, 62% are actively involved with teaching their kids, they are four times more likely to be involved with philanthropy, and two times more likely to be the go-to friend for advice. This is a person who is sophisticated but loves self-deprecating characters who don’t take themselves too seriously.
Snyder, who is described by Collider as having a “hyper-aggressive visual style” was chosen as director due to his ability to embrace the ambitious project’s complexities and constraints, York says.
“This is also a much bigger project than a standard 30-second ad,” York says. “Making a 10-minute branded short film, with a car that cannot be driven on public roads, in a very tight timescale, required a highly skilled director. Zack’s experience with special effects, his expertise bringing complicated stories to life and ability to create visually stunning film, drew us to him as a director, and we could not be happier with the end result.”
Working with Hudson, Infiniti hopes to connect with customers who might not otherwise tune into new-car news, York says.
The project was handled by Infiniti’s new global partner, Publicis Q, a bespoke agency created in March.
“This was an ambitious first campaign and we are very proud of the work,” York says. “This is also our first time really leveraging the integrated global agency for a worldwide reveal and we are already seeing benefits from the streamlined model.”
The brand has learned a lot regarding the shift to digital reveals, he says.
“Instead of waiting to speak to customers at start of sale, we can now engage directly and build that conversation from the moment our products are revealed for the first time,” York says. “Our research found that that over 70% of our target customers feel that automotive brands do not understand them. Seeing the QX60 in Kate’s world gives us a unique chance to connect with our customers in a relevant and meaningful way.”