Henry Rollins Becomes the Hardcore Voice Behind Infiniti

Carmakers approaching their customers through celebrities who lend their voices for commercial purposes has become a huge trend in the automotive world nowadays. Chevrolet has made a lot on noise using Tim Allen to sell everything from big trucks to electric vehicles, so did Mercedes-Benz who had signed with Jon Hamm, and the list stretches furthermore.

In order to fallow that trend, Infiniti decided to make a move and hand picked punk rocker and hipster-hating Henry Rollins as its newest spokesman. But hardcore punk isn’t exactly Infiniti’s target. The rock star was picked for his deep, unmistakable voice.

"Our first intention was to get the voice. To get the spirit with an interesting tonality. It had to be authoritative and at the same time stand out.We listened to hundreds of voices, but they weren’t pushing the board enough.As soon as I heard it, I knew it was right on for what we were trying to say," said Ben Poore, regarding the commercial stunt.

"The fact that this happened to be Rollins — singer of the influential 1980s punk band Black Flag, musician on the first Lollapalooza tour (way back in 1991), author of over a dozen books, spoken-word artist and TV host — was a huge bonus,” added Ben Poore, Vice-President of Infiniti America.

But Henry Rollins is expected to remain just the voice on commercials. There are no plans to put him in TV ads or appear at auto shows. As for the commercials, Rollins has been receiving a lot of likes since signing on in March.