Infiniti creates a 30-minute BET program to launch new campaign

(January 18, 2006) On February 9, BET and Infiniti, the luxury division of Nissan North America, Inc. will premiere a 30-minute original program entitled, "...In Black" at 9 p.m./8 p.m. central on BET. The show highlights the five artists featured in the "Infiniti in black" campaign discussing the influence of design on art, culture and life. "...In Black" marks the culmination of this campaign, which is Infiniti's first-ever marketing campaign designed to speak directly to African Americans.

Since the launch of "Infiniti in black," Infiniti has showcased "modern African American innovators" -- an emerging talent or artist whose vision represents the personality and attributes of a respective Infiniti model -- at each phase in the campaign. The multimedia campaign includes print, out-of-home, interactive media and short online films.

"Infiniti values the African American community as an important customer. With the 'Infiniti in black' campaign, we hope to showcase significant achievements the African American community has made to the arts," said Scott Fessenden, director of Infiniti Marketing, NNA. "The Infiniti brand represents bold personality, creative design and individuality that reflect the artistic creativity of 'Infiniti in black'."

Created by the TRUE Agency, this original program features five African American artists talking about design without once mentioning the brand. The conversation segues into images of Infiniti's various models. The program, moderated by former New York Times film critic Elvis Mitchell, will be backed by teaser ads, events and public-relations initiatives that begin this week and run through March.

"Its not every day the public gets to see the level of quality both in content and in form that we are presenting here on behalf of Infiniti. Our team has stretched this genre of television by fraying its edges," said Christopher Davis, Executive Creative Director of the TRUE Agency. "We've pushed the format of the presentation to meet the depth of the dialogue, so that one becomes the other."

Three in-market lifestyle events will be held prior to the premiere airing to showcase "...In Black" - at the Film & Tape Works Studio on January 18 in Chicago; at The Armory on January 25 in Philadelphia; and at Splashlight Studios on February 1 in New York.

In addition to these events, Infiniti hopes to drive consumers to a multimedia website designed to continue the story of "Infiniti in black." By the end of the campaign, all five artistic phases and their artists will be featured along with their respective Infiniti model. On the site, consumers can view short films of each vehicle's featured artist discussing their vision and key influences on their work. See www.infiniti.com/black for more information.




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