Dubai, UAE — June 08, 2021: INFINITI announces it will leverage the talents of Hollywood to introduce its bestselling, 3-row SUV through “INFINITI Presents: Conquer Life in Style with the All-New QX60,” starring award-winning actress Kate Hudson, directed by Zack Snyder. The short film-style reveal will stream on June 23 at 9 p.m. GST.
Golden Globe-winner and Academy Award-nominated actress, producer, entrepreneur, and New York Times bestselling author, the multifaceted Hudson embodies the target customer for the brand and its 3-row SUV designed to conquer all facets of life in style.
“Approaching this project, we wanted to celebrate the many roles our target customers play from the boardroom to school drop-off,” said INFINITI Global Brand and Marketing General Manager Phil York. “Few people conquer as many roles with the heart and grace of Kate Hudson. She has a real, approachable style that invites people into her world.”
“A big thanks to the INFINITI Team for a wonderful shoot day!” Hudson said. “We had as much fun filming this campaign as you will have driving the car.”
In an era of digital reveals, brands are now able to speak directly to potential customers when introducing new vehicles, expanding the traditional auto show reveal moment to a broader audience, and delivering a greater sense of longevity with engaging, shareable content. Working with an accomplished partner like Hudson, INFINITI hopes to connect with customers who might not otherwise tune into new-car news.
“Our research found that that over 70% of our target customers feel that automotive brands do not understand them. Seeing the QX60 in Kate's world gives us a unique chance to connect with our customers in a relevant and meaningful way,” York said. “Working with Kate, we have the opportunity to introduce our brand through a trusted friend.”
Target buyers for the highly anticipated new 3-row premium SUV embrace the chaos of life and the many roles they serve. Internal research found that 92% hold leadership positions at work, 62% are actively involved with teaching their kids, they are four times more likely to be involved with philanthropy and two times more likely to be the go-to friend for advice. This is a person who is sophisticated but loves self-deprecating characters who don't take themselves too seriously.