GARDENA, CA: In wrapping up this year’s Black History Month promotion, Nissan’s Infiniti division will launch a 30-minute original program as part of its In Black campaign.
The program ...In Black, which airs on BET, showcases five artists discussing the influence of design on art, culture, and life. The program winds up Infiniti's integrated campaign specifically targeted to the African-American market. Los Angeles-based The True Agency developed the program, which began in 2004. That was Infiniti's, but not Nissan's, first promotion geared exclusively to African Americans.
The show features painter Kehinde Wiley, composer Paul Miller, filmmaker Euzhan Palcy, architect Stephen Burks, and dancer/choreographer Dierdre Dawkins discussing art and culture, followed by images of Infiniti's various models. The program, moderated by former New York Times film critic Elvis Mitchell, will be backed by teaser ads, events, and PR initiatives that begin this week and run through March.
Infiniti will also hold three lifestyle events prior to the BET airing: at the Film & Tape Works Studio on January 18 in Chicago, at The Armory on January 25 in Philadelphia, and at Splashlight Studios on February 1 in New York.
Consumers can also view short films of the featured artists discussing their vision and key influences on their work at Infiniti.com/black.