Infiniti, the Nissan-owned luxury car brand, has assembled a host of Olympians and extreme sports stars to promote its Intelligent All-Wheel Drive (AWD) range of models.
The campaign, devised by TMW Unlimited, features the likes of Emilie Morier, Maurice Clavel and Gordon Benson swimming in freezing alpine lakes, running across wind swept mountain tops and cycling down switch-backs.
The idea is to highlight the parallels between their dedication and Infiniti AWD technology. AWD allows drivers to safely react and adapt to changing road conditions.
Breaking this month, the activity will run across European countries, including the UK, France, Germany and Poland, and comprises TV, press, OOH, VOD and social channels. Edited versions of the ads have also been created for the Q30, QX30 and Q50 models.
Infiniti Europe head of marketing Pierre Monchatre said: “Our cutting edge Intelligent AWD technology allows drivers to go on adventures no matter what the conditions are outside, and this campaign shows sportsmen and women doing just that.”
TMW Unlimited account director Charlie Taylor added: “This range is for people who really want to stand out, so what better way to illustrate Infiniti’s technology throughout its range than with those who push themselves to their limits.”
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