Additionally, the campaign includes Infiniti's signature interactive Internet jump pages, which highlight specific features, including the all-new heated steering wheel and performance-enhanced engine.
The TV piece, called "Hummingbird," shows the I35 — in the background — driving along a country road with a hummingbird in the foreground. The car and hummingbird are moving at full speed, the bird's wings are a blur. The camera slows down the action, allowing the viewer to see the bird's wings beating as well as the profile of the I35 moving across the screen. The voice of Infiniti, acclaimed actress Natasha Richardson, warns, as the 255hp I35 approaches, "don't blink," as the camera returns to full-speed. The ad closes with the new I35 tagline, "More Power, More Grace, More I ... the new I35, from Infiniti."
"We wanted to demonstrate, in a dramatic and memorable way, the power and grace of the I35," said Rob Schwartz, executive creative director, TBWA\Chiat\Day. "The campaign communicates the I35's styling, luxury and technology while vividly showcasing its exceptional performance capability."
The New I35 features a redesigned front and rear appearance (including a new, large Q45-style horizontal grille and standard High Intensity Discharge headlights), refined Sojourner leather-appointed seats, wood tone/leather steering wheel, wood tone shift knob, in-dash 6-disc CD changer, traction control, Electronic Brake force Distribution, Brake Assist, 17" aluminum alloy wheels, and a long list of amenities.
