MISSISSAUGA, ON - In a first-of-its-kind brand campaign developed by Infiniti in Canada, the auto manufacturer takes to the airwaves, releasing a new television commercial this week. The campaign, celebrating year two of a three-year Cirque du Soleil sponsorship, reinforces Infiniti's unique identity by demonstrating shared values of creativity and strength with partner Cirque du Soleil.

"Driving an Infiniti is akin to sitting in the front row of a Cirque du Soleil show," said Wendy Durward, Director, Infiniti Dealer Operations. "It's an exhilarating sensory experience full of beauty, strength, passion and peak performance and we think the new commercial clearly illustrates those similarities. We are very proud of our continuing relationship with Cirque du Soleil."

Set to air nationally beginning July 7th, on specialty cable channels the television commercial was developed by TBWA in Toronto to reflect both partners' creative personalities. Creative Director, Joe Amaral, Art Director, Jon Lane and Copywriter Andrew Caie crafted the campaign concept and worked with their team to grow the creative.

The commercial features silk aerial performers from Cirque du Soleil, descending on silk fabric forming two parallel yellow lines that become lines on a street as the Infiniti G35 Sedan takes control of the road. The new campaign also includes a magazine component featuring the same aerial performer featured in the television commercial.

During the first year of the partnership, the Infiniti brand has been visible at all Cirque du Soleil shows in Canada with a vehicle display as well as placement in show programs. For the launch of the newest member of the Infiniti lineup, the all-new EX35, a Cirque du Soleil performance was used to unveil the crossover vehicle at galas in Montreal, Toronto and Vancouver.

Nissan Canada Inc. (NCI) is the Canadian sales, marketing and distribution subsidiary of Nissan Motor Limited and Nissan North America, Inc. With offices in Vancouver (BC), Mississauga (ON), and Kirkland (QC), NCI directly employs 250 full-time staff. There are 150 independent Nissan dealerships and 29 Infiniti retailers across Canada. Nissan is dedicated to improving the environment under the Nissan Green Program 2010, whose key priorities are reducing CO(2) emissions, cutting other emissions and increasing recycling.

Courtesy: Nissan Canada Inc

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Posted by Naresh Koshti on 14 July, 2008 10:50:27 AM IST #