Infiniti, as you know, is the sponsor of Red Bull racing and its number one driver Sebastian Vettel. They must have paid them good, because they’re doing whatever they want with this guy. First they made him play in a kung fu film, and now they’re making him purple! The new advertising campaign they’ve launched in Europe is called ‘Performance isn’t black and white.. it’s purple’ which is quite a mouthful.

They say this campaign, including TV, posters and digital ads, will focus on human emotions through the eyes of Seb Vettel. That doesn’t mean he sees everything purple. What they’re trying to say is performance is not just about numbers and statistics. It’s about the feel of the thing, and we absolutely get that. Although, we wonder if they would say the same thing if they had the biggest performance numbers in the business.

From 24 May the advertising campaign is being brought to life across Europe with a 60 second TV commercial followed by activities on poster, digital and social media platforms. So if you were wondering why Vettel is not performing brilliantly this year, here’s your answer. He’s spending more time and effort promoting Infiniti than he does practicing for the races.

Supporting the TV campaign will also be a unique poster campaign containing 20 stunning works of art from five different artists from all around the globe.