Infiniti: Start Your Own Legacy

Infiniti’s latest TV campaign tests its lineup of family SUVs and crossovers at Germany's Bilster Berg race track. Created by CP+B and directed by Craig Gillespie, the spots are cinematic and dramatic like the luxury performance commercial you expect, while also humorous thanks to the antihero of the fictional legendary German racer, Konrad Gunther, the very personification of the stodgy, exclusivity of the luxury automobile tradition. Gunther nitpicks, criticizes and questions Infiniti’s advanced, family-friendly SUV features but in doing so, becomes perhaps the greatest ally the brand could ask for. The campaign features a 90-second longform video [above] as well as multiple 30- and 15-second TV spots, and social and digital content.