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INFINITI today released new spots reinforcing the luxury automaker as the opposite of the status quo. The series of ads, the first of which includes a 60-second “brand anthem,” emphasizes INFINITI’s distinctive designs, more powerful engines and industry-changing technologies.

INFINITI is also challenging the status quo by distributing the 60-second spot first to the brand’s Facebook fans and Twitter followers before it launches on broadcast television July 12 during the National Major League Baseball All-Star game on Fox.

“When it comes to automotive luxury, there’s lots of vanilla out there, cars that can literally lull a buyer into boredom,” said INFINITI Americas Vice President Ben Poore. “INFINITI’s definition of luxury is different. We believe cars should have daring designs, be filled with innovation, and most importantly connect you to the road, not insulate you from it. Our new brand spots demonstrate INFINITI doesn’t take a conventional approach, we never have and never will.”

The ad series feature the technologies that INFINITI brought to market, including the world’s first Around View® Monitor (AVM), Blind Spot Intervention™ system and high-performance hybrid sedan.

After launch, the ad will air on ESPN and Golf Channel during the week of July 12 and during the 2011 British Open Golf Tournament July 14-17 in more than 46 markets. INFINITI will amplify the spot’s coverage the week of July 18 on national cable and spot market TV, as well as a select network news presence.

INFINITI offers a full-line of luxury performance automobiles, including the G Coupe, Sedan and Convertible, M sedan, EX and FX crossovers, and the QX full-size SUV. More information about INFINITI and its Total Ownership Experience® can be found at

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Kyle Bazemore
INFINITI Product Communications

Jeremy Miller
TBWA Worldwide

Elaina Haskos
TBWA Worldwide

Issued by Infiniti