We're doing two enthusiast campaigns for Infiniti and Nissan.
We have tied the media to the messaging. These were ads that were going to car people. The interesting thing about car people is that they read buff books and trade publications religiously every month. They know what the car looks like.
So what does every car marketer do when they introduce a new product? They show you a picture of the car in a buff book. There is no new information for people who actually take the information and use it to influence other people's purchases.
We said, "OK, fine, why don't we do an entire campaign that gives deeper, juicier, more compelling stories to the buff-book person?"
For example when a (car) designer in San Diego comes up with a new idea, they are thrown into a pool. So we shot an ad of a designer being thrown into a pool of water. We don't show a shot of a car or a bunch of specs.
We produce a commercial that gives some insight on the kind of company Nissan is on the inside. They believe in the value of creativity. They celebrate their designers in a way where they don't take themselves too seriously.
The ultimate goal is for each of these stories to add value to the brand. So people will say, "Hey, you should get a Nissan. These guys are so into designing, let me tell you what they did."