Infiniti QX60 | Find Your Moment of Clarity | Clapboard Ad Archive

Moment Of Clarity

Description

Moment Of Clarity is a compelling campaign launched in Canada in 2022 for Infiniti by the ad agency Publicis, designed to resonate with today's fast-paced lifestyle through a seamless blend of Design, Experiential, and Film media. This automotive campaign highlights the new INFINITI QX60 as the ultimate sanctuary amid the chaos of daily life—early alarms, constant calls, balancing work, family commitments, and social obligations. It eloquently communicates the need for a stylish escape, a moment to regain control and clarity while navigating the demands of modern living. By showcasing the QX60's ability to transform everyday stress into serene confidence, the campaign positions the vehicle not only as a luxury SUV but as an essential companion that empowers drivers to move through life with poise and purpose. The singular media asset employed underscores the harmony between elegance and functionality, emphasizing the QX60’s spaciousness, advanced features, and refined design as a reflection of the owner's lifestyle. Through evocative storytelling and immersive visuals, Moment Of Clarity encapsulates the essence of finding balance and perspective, inviting audiences to experience how Infiniti’s innovative engineering and sophisticated style help them take on life in style. The campaign encourages engagement via multiple digital touchpoints, including Infiniti Canada’s website and social media channels where viewers can explore more about the QX60, book test drives, and connect with the brand’s community, ensuring a cohesive and interactive brand experience that speaks directly to the aspirations of discerning customers in the automotive market.

Credits

Client

Infiniti, INFINITI Canada

Agency

Publicis

Account Management

Chris Hunter, Alana Murphy, Renae Drotar, Jana Masiewich, Devyani Behl, Steve Rhind

Crew

Hugh Quilty, Lillian Mok, Michael Murphy, Golden Madison, Kyle Peters

Art Director

Rob Simone

Strategic Planner

Rami Dudin & Marcio Beauclair, Joyce Li, George Wu, Surbhi Sharma

Production House

ThePub Productions

Producer

David Kroll, Dale Harrison & Denise Shearer, Terry Theofilactidis

Cinematographer

Reid Marshall

Post Production

Neal McAuley & Marc Ignacio, Heather Selmayer, Mike Morey, Adam Kemp

Marketing Director

Tara Willis

Marketing Manager

Anthony Mo

Campaign Proposition

The 'Moment Of Clarity' campaign by Infiniti, launched in Canada in 2022, positions the INFINITI QX60 as a sanctuary amid the complexities of modern life. The brand proposition centers on offering not just a vehicle, but a lifestyle solution that enables consumers to navigate their hectic daily routines—work demands, family responsibilities, social engagements—with grace and style. By framing the QX60 as a means to regain composure and clarity, Infiniti communicates a promise of serenity and control in a chaotic world, aligning the product’s design and functionality with emotional and practical relief. The campaign’s market strategy leverages a relevant cultural insight: consumers today face relentless pressures that create a sense of overwhelm, heightening the need for moments of escape and reflection. Targeting busy, multifaceted individuals likely balancing professional and personal lives, the creative approach employs a narrative genre to depict relatable scenarios of daily stress, contrasting them with the calm and composure afforded by the QX60. By blending experiential and film media, the campaign creates an immersive storytelling experience that emphasizes the vehicle's role as a facilitator of composure and style. This strategy aims to forge an emotional connection, positioning the QX60 not only as a premium automotive choice but as an integral part of managing complexity with poise.

Creative Device

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. The campaign introduction and meta description explicitly frame the busy, overwhelming realities of daily life — early alarms, calls, work, family commitments — as a problem. The narrative focuses on capturing the chaos people experience and then positions the INFINITI QX60 as the means to “bring serenity to every hectic day,” serving as a “place to navigate through the chaos.” The product is presented directly as the solution to the relatable everyday stresses, fitting FORMAT#2’s problem–solution structure without symbolic exaggeration or storytelling arcs where the car changes the outcome of a plot. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats