Japanese manufacturers of luxury cars Infiniti are preparing to launch their first ever worldwide brand campaign.
Designed to draw attention to their revised FX, they've enlisted the help of brand ambassador and Red Bull Racing's two-time World Champion Sebastian Vettel.
The slogan, which might well prove ubiquitous, is “Performance isn't black and white. It's purple.”
You read it here first. Unless you read it somewhere else first.
The campaign is to carry a message which “concentrates on human emotion as seen through the eyes of Sebastian Vettel showing that performance is not simply about numbers and statistics”.
Says Infinit's Jean-Pierre Diernaz: “Infiniti has a strong point of view on what is performance and how it should be delivered.
“Using the best pilot in the world Sebastian Vettel to illustrate this shows how serious we are in our ambitions to develop the brand.”
The campaign is set to go live across Europe from 24 May 2012 with a 60 second TV commercial followed by “activities” on poster, digital and social media platforms.
So by the end of the year, if you're not aware that Infiniti are more interested in how a car makes you feel than they are in science, then somebody's probably going to get fired.