CLIENT :: INFINITI
Agency :: TBWA\CHIAT\DAY
In 2011, it was safe to say that hybrids were nothing short of long yawn. They drove like an adult Power Wheels. Booooooring. Infiniti set out to change that with the 360hp M Hybrid. We helped launch the high-performance hybrid right before it hit the streets with a spot and a pretty immersive iAd experience thing (for the time).
Project :: M HYBRID
Since hybrids have actually been around since the late 1800's, we created a spot that educated people on their history and introduced the one that people were finally going to want to drive.
It was oh so clean. I was a Jekyll and Hyde sorta deal... similar copy on each side of the spread that highlighted features unexpected in a hybrid.
This cutie took advantage of pretty much every piece of technology available at the time. When you held up your phone, it used the gyroscope to give you a full view of the interior as if you were sitting in the car. Move the phone left - you'd look out of the driver's window, move it up - you'd see the moon-roof, turn 180-degrees around - you'd peep the back seat where babies are made.