Creativity

Infiniti wins grudging respect from a grumpy German racing driver

Brand's SUVs take on German supremacy at a testing track in ad by CP&B

By Alexandra Jardine. Published on Jul 17, 2018

Editor's Pick

In a humorous new spot for Infiniti, a (fictional) legendary German racing driver gets increasingly furious as the brand's SUVs and crossovers are tested on his precious race track, meant for German luxury cars.

The spot focuses on the character Konrad Gunther, who has spent his life at the Bilster Berg racetrack and is a firm believer in the supremacy of German engineering. Then along comes Infiniti (and a bunch of testers who include American families) and he's not impressed. He's rude about all its helpful features, and keeps insisting that the track is ony for German cars. Until he finally gets a closer look at the car and mutters "How did Germany not do this first?"

The ad was directed by MJZ's Craig Gillespie ("I, Tonya") for CP&B, and as well as the 90-second video seen here, will run in multiple 30- and 15-second TV spots, and social and digital content.

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Credits

Date
Jul 17, 2018
Client:
Infiniti
Agency:
CP&B
Global Chief Creative Officer:
Linus Karlsson
Vice President/Executive Creative Director:
Adam Chasnow
Creative Director:
Mark St. Amant
Creative Director:
Jason Pierce
Associate Creative Director, Art Director:
Donny Brunner
Associate Creative Director, Copywriter:
Ryan Contillo
Vice President/Director, Content Production:
Sloan Schroeder
Senior Integrated Producer:
Jamie Slade
Group Account Director:
Steve Barry
Management Supervisor:
Lauren Wheaton
Content Manager:
Hayden Zellers
Vice President/Co-Head of Strategy:
Jennifer Hruska
Senior Strategist:
Albert Opraseuth
Product Specialist:
John Heathfield
Senior Business Affairs Manager:
Kimberly Campbell
Director, Marketing Communications and Media:
Phil O'Connor
Senior Manager, Marketing Communications:
Kathy Roznowski
Manager, Marketing Communications:
Brooke Hoekstra
Senior Planner, Marketing Communications:
Lindsay Ricotta
Production Company:
MJZ
Director:
Craig Gillespie
President:
David Zander
Executive Producer:
Emma Wilcockson
Producer:
Ed Callaghan
Staff Production Manager:
Jake Weimer
Director, Photography:
Stuart Graham
Service Production Company:
Tony Petersen Film GmbH
Executive Producer:
Michael Duttenhöfer
Producer:
Rocco Kopecny
Editorial Company:
Cut and Run
Editor:
Jay Nelson
Assistant Editor:
Eli Beck-Gifford
Executive Producer:
Amburr Farls
Producer:
Jared Thomas
Telecine Company:
MPC
Colorist:
Ricky Gausis
Telecine Senior Producer:
Rebecca Boorsma
Visual Effects Company:
MPC
Managing Director:
Robert Owens
Head of Production:
Colin Clarry
Head of Production:
Annabelle Dunbar-Whittaker
Executive Producer:
Elexis Stearn
Finishing Executive Producer:
Karena Ajamian
Senior Visual Effects Producer:
Bomyee Hwang
Creative Director/2D Supervisor:
Claus Hansen
On-Set Visual Effects Supervisor:
Stephane Allender
Compositor:
Toya Drechsler
Compositor:
Sandra Ross
Compositor:
Jon Rogala
Compositor:
Andre Arevalo
Compositor:
Sam Shiflett
Compositor:
Hector Cabrera
Compositor:
Josh Guillaume
Compositor:
Rob Ufer
Compositor:
Joshua Pena
CG Lead:
Julian Fitzpatrick
CG Generalist:
Michael Reed
CG Generalist:
Matt Maude
Clean Up/Roto Line Producer:
Abhinav Sharda
Clean Up/Roto Support Supervisor:
Siju Murugan
2D Clean Up Artist:
Sivakumar R
2D Clean Up Artist:
Silambarasan R P
Music Company:
JSM Music
Composer:
Seamus Kilmartin
Composer:
Naren Rauch
Executive Producer:
Joel Simon
Executive Producer:
Jeff Fiorello
Producer:
Norm Felker
Sound Design Company:
Lime Studios
Mix Engineer:
Matt Miller
Mix Engineer Assistant:
Lisa Mermelstein
Executive Producer:
Susie Boyajan

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