Infiniti Ads Beg the Question: Why Buy?

Nissan North America looks for humor in death and divorce in its national television campaign for Infiniti from TBWA Chiat/Day-Venice. Informed his wife wants half of his possessions, a man in the process of divorce splits his pool table, bed, couch and other possessions with a chain saw. The destruction stops when he tries to torch his Infiniti. He muses: “Maybe we can work this out.” In another spot, a young widow mourns as her 97-year-old husband is lowered into his grave behind the wheel of what she will really miss--his Infiniti. Neither spot explains why these characters are so attached to their Infinitis; consumers need solid reasons to shell out $50,000 for a car. Infiniti has a new slogan: “Own one and you’ll understand.” But if you don’t own one, the ad doesn’t steer you to why you should. $$