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Company: Nissan Motor Co.
    View Company Scorecard / Contact Company
Brand: Infinity
Ad Title: Legacy
Business Category: Automotive
Media Outlets: Television
Country: United States
Region: US National
Agency: Crispin, Porter + Bogusky
Year: 2016
Target: Mainstream
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Theme(s)

Gay Tease

Homo-queasy

Theme Breakdown

AdRespect Score: 
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A young man drives up to a sprawling family estate and gets out nervously, preparing to face his father with some news.

Inside, surrounded by pictures of him and his father next to various BMWs, the man sits down with his father and says, “Look, this isn’t easy for me either. I'm sorry if you don’t like it. But it just feels right.” Not containing his disappointment, the father scowls and responds, “This isn’t how we raised you.”

“You never wanted to try it?” referring to an Infiniti, asks the son. "Enough!" the father scoffs with a raised palm.

“You must have always known I was a little...different,” the son asks painfully. "Not this different," the father says dismissively. The ad ends with “Start your own legacy.”

This unusual ad approach attempts to parallel a son's coming out announcement to his father. Many LGBT people will reject this ad as trivializing what can be a life-changing experience, in which parents may reject their children.

The ad could have saved itself with a modern and accepting response by the father.

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