2012 Infiniti M Hybrid Ad Campaign Launches Today

Marking the launch of the new Infiniti M hybrid in the United States this spring, the luxury automaker has prepared a dedicated advertising campaign that stresses the fact that hybrids are everything but boring. In fact, Infiniti underlines the fact that the model is the only car in America that delivers 360 horsepower and 32 miles-per-gallon.

The campaign also offers its viewers a journey through the history of hybrids, starting over 100 years ago with the invention of the first hybrid car in 1888, to the hybrid patent in 1909, through the hybrids of the '70s and on to hybrids today.

The spots begin airing on March 17th during NCAA March Madness, and Henry Rollins, former frontman for the band Black Flag, is the voice of the campaign. Created by TBWAChiatDay Los Angeles, the M hybrid campaign includes a total of four TV commercials, plus print and digital work.

Infiniti is a corporate partner of the NCAA, and specifically of NCAA Men's Division I Basketball. The brand will have over 100 spots across all four networks, including the Men's Final Four.  In addition, Infiniti will also have custom vignettes and digital and social elements, all surrounding March Madness.

Key features of the 2012 Infiniti M hybrid include the all-new Infiniti Direct Response Hybrid system – a one-motor, two-clutch parallel hybrid system, that draws its power from the omnipresent lithium-ion battery pack.

"The new Infiniti M Hybrid provides the same level of luxury and performance as the rest of our lineup and builds on the strengths Infiniti has always been known for," said Infiniti Vice President Ben Poore. "Style, luxury and performance will always be the cornerstone of everything Infiniti does."