Nissan Infiniti “Waves”, “Cloud Shadow” & “Flock of Geese” [00:30], and “The Relative Importance of Stuff” I & II [01:00]#
A selection of ads that created quite a stir in the American advertising world: the launch campaign for the Nissan Infiniti. Each spot is characterized by a fixed camera position on a single sight in nature: rocks in the surf, clouds in a blue sky, a flock of birds in the sky. The mellow-voiced speaker offers insights such as “. what is discovered just watching nature is an ancient Japanese notion of what is beautiful,” or ” . you have a natural unconscious rhythm when you drive, a flow of intentional and unintentional movements.” In the end the legend “Infiniti” appears against a white background.
Since the Nissan Infiniti is positioned as a luxury car, there is also an accompanying campaign with the title “The Relative Importance of Stuff”. It features a young man sitting at the table in a restaurant listening to various pieces of advice, anecdotes of an older and presumably wiser man – who may or may not be Japanese – the fuzzy lighting and the position of the two men in the middle distance do not permit an definite conclusion on this point. In the first spot the older gentleman asks the young man why he is wearing this very expensive watch. It is a watch . that says you’ve done it all,” the old man suggest. This type of watch, he finds, might be appropriate for a man of 75 but not for someone who has got his life before him.. Cut to red background and title: Luxury is redefined. Luxury is also the topic of the second conversation between the tow men. Asked by the older man how he defines luxury, the younger man, with unbecoming guilelessness, answers: “A big house, a boat, a luxury car, clothes.” “What is more of a luxury,” the older man gives him to consider, “something expensive or something that gives you satisfaction?” Cut to Infiniti logo and legend: “Luxury that gives satisfaction”.