• Brandweek, Thursday, January 5, 2006 11:45 AM

Infiniti is getting ready to launch the next phase of its "Infiniti in Black" campaign in a 30-minute original video in which the auto brand is never mentioned. The video, which premieres February 9 on cable channel BET, will be preceded by teaser ads, events and public relations efforts beginning this week. In the video, five black artists, including painter Kehinde Wiley, dancer Diedre Dawkins and music producer-DJ Paul Miller, carry on a wide-ranging conversation about design, but they never mention the brand itself. After 25 minutes of discussion, the program shows images of Infiniti's various models. Infiniti's sponsorship of the show will be made clear by the opening credits and a closing sequence, but the program will not otherwise be labeled "paid programming" because BET executives have determined that it does not take a "hard-sell" approach.

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