Fast changing: Purple is the new black and white
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Fast changing: Purple is the new black and white

Author:

ROBIN ROBERTS

A purple finishing flag in this weekend’s Monaco Grand Prix instead of the official black and white checks would be right up the streets for two-time World Champion Sebastian Vettel.

Red Bull Racing’s coolest competitor is leading the Japanese sporting premium brand’s new global campaign focusing on the revised FX.

The innovative campaign is designed to differentiate the Infiniti brand by using the stylish FX with a new promotional line of ‘Performance isn’t black and white.. it’s purple’.

The message concentrates on human emotion as seen through the eyes of current Formula 1 champion Sebastian Vettel showing that performance is not simply about numbers and statistics.

Jean-Pierre Diernaz, Infiniti Marketing and Communication Director for Europe, Middle East and Africa, says: “Infiniti has a strong point of view on what is performance and how it should be delivered. Using the best pilot in the world Sebastian Vettel to illustrate this shows how serious we are in our ambitions to develop the brand.”

The creative platform was developed by TBWAG1 in Paris and European Creative Director Alasdhair MacGregor Hastie adds: “By showing how emotion is more important than cold science, we have given Infiniti its own performance positioning.”

From today the advertising campaign is being brought to life across Europe with a 60 second TV commercial followed by activities on poster, digital and social media platforms.

Supporting the TV campaign will also be a unique poster campaign containing 20 stunning works of art from five different artists from all around the globe. The artists were briefed to find an innovative and truly Infiniti way of representing things such as 4 Wheel Active Steering, V8 Power, Sport Brakes, and Continuous Damping Control.

Sebastian Vettel
Sebastian Vettel - Formula 1 World Champion - is going through a purple patch with Red Bull Racing and Infiniti

Each image, one for each F1 race, will convey the same overall message about how Infiniti sees performance….not black and white but purple and will appear after each round of the championship.

Watch out for some colourful campaigning.

The Monaco Grand Prix – the most glamorous on the grand prix calendar – takes place this weekend on 27 May.

If you want to see how the Infiniti FX compares with rivals, log into our business car reviews and make sure you keep up to date with every lap of the market in our business car news pages.

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