FRANKLIN, Tenn. -

Infiniti released new television spots Thursday reinforcing what the company believes: the brand is the opposite of “the status quo.”

Officials highlighted the series of ads — the first of which includes a 60-second “brand anthem” — are geared to emphasize Infiniti’s designs, engines and technologies. 

Infiniti contends it’s also “challenging the status quo” by distributing the 60-second spot first to the brand’s Facebook fans and Twitter followers before it launches on broadcast television July 12 during the Major League Baseball All-Star game on FOX.

The brand noted the ad series feature the technologies that Infiniti insists it brought to market, including the Around View Monitor (AVM), Blind Spot Intervention system and high-performance hybrid sedan.

After launch, officials mentioned the ad will air on ESPN and Golf Channel during the week of July 12 and during the 2011 British Open Golf Tournament July 14 through 17 in more than 46 markets.

Infiniti added that it will amplify the spot’s coverage during the week of July 18 on national cable and spot market TV, as well as a select network news presence.

“When it comes to automotive luxury, there’s lots of vanilla out there, cars that can literally lull a buyer into boredom, stated Infiniti Americas vice president Ben Poore.

“Infiniti’s definition of luxury is different,” Poore continued. “We believe cars should have daring designs, be filled with innovation, and most importantly, connect you to the road, not insulate you from it.

“Our new brand spots demonstrate Infiniti doesn’t take a conventional approach, we never have and never will,” he concluded.