INFINITI “Own One And You'll Understand”

      Our motto is “If you have a great, sexy, category-leading product, show it off and let it shine.” But if you don’t…well, you’d better find another way to call attention to the brand and gain an advantage. Today, Infiniti has some spectacular cars, but a few years back, that wasn’t the case. Infiniti’s lineup was made up of mostly re-badged Nissans and it had its hands full with competition from Lexus, BMW and Mercedes. So Rob Siltanen and the team members at Chiat/Day created a two-tiered advertising approach. The first tier was a brand campaign that featured the luxury car industry’s most creative commercials depicting Infiniti owners’ great love and fanaticism for their vehicles in a uniquely upscale way—while the second tier featured specific models and focused on price advantages in the marketplace. This approach enabled Infiniti to keep their sales numbers up and maintain their premium brand status until new models came into the pipeline. The “Own one and you’ll understand” campaign won many awards in both print and television, and it helped Infiniti achieve record sales and record profits for three straight years.
(To play commercial, click on image)