INFINITI QX60
Infiniti, Nissan group’s challenger brand, wanted to launch their most innovative family SUV ever. So, to match the car’s modern features, we opted for a modern campaign approach and message.
We decided to create a film that felt different from every other car ad in the market: an animated short, just like the ones Pixar plays before their feature films. This ensured that the film would be watched and enjoyed by the whole family because, well, that’s the type of content that families watch daily.
To launch INFINITI’s most modern family car ever, we decided to portray a truly Arab family in a way the region hadn’t seen before. Challenging old-fashioned family roles and bringing a fresh perspective to every home.
The Work
A father-daughter story that debunked stereotypes and showed an Arab father in a completely different light, as the caretaker. A bold and strong statement that portrayed the All-New QX60 as the perfect car for the modern family with a Pixar-style animation that connected millions online, in cinemas and around the region.
- 7.8M
Taking the Wheel was the most watched content in INFINITI’s history, with a total of 7.8M views and 40,752 impressions.
- Top 15
The film was featured in the Campaign Middle East Top 15 Ads of the year
- 89%
View thru rate captivating families and starting an important conversation about gender roles at home.
- Digital Experience
Redefining showroom experiences, digitally
- Brand Experience
A failed campaign turned to a truckload of brand interactions.
- Product Experience
Introducing lockdown banking
