CP+B and INFINITI Take On German Luxury Cars in Comedic Campaign

Many people see German automobiles as the gold standard for luxury performance. And for years we have all seen the advertising trope of powerful, German sedans roaring around a high-performance track. What people don’t think about is an SUV with the performance and technology of a luxury car as well as the features and benefits that families rely on. But INFNIITI’s family of SUVs and crossovers defy tradition. To prove it, CP+B Boulder brought these American models with Japanese heritage to Germany’s exclusive Bilster Berg race track, the ultimate, luxury car proving ground.

In INFINITI’s latest TV campaign, INFINITI tested its lineup of family SUVs and crossovers, including the QX50, QX60 and QX80, at Bilster Berg, casting Americans to drive them. 

Helmed by MJZ's Craig Gillespie – Academy Award-nominated director of 'I, Tonya' – 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, criticises and questions INFINITI’s many helpful, advanced, family-friendly SUV features for not become welcome on the track. But in doing so, he becomes perhaps the greatest ally the brand could ask for. The campaign features a 90-second longform video as well as multiple 30- and 15-second TV spots.