(March 19, 2011) Infiniti has announced its first high performance hybrid in bold style. In a new ad campaign that challenges the conventional notion of what a hybrid can be, Infiniti takes viewers on a journey through the history of hybrids.

The journey starts over 100 years ago with the invention of the first hybrid car in 1888, to the hybrid patent in 1909, through the hybrids of the ‘70s and on to hybrids today — directly challenging the notion that you can’t have great performance and great fuel economy.

With a fully integrated campaign, Infiniti is boldly challenging consumer perception that hybrids are boring. To drive this point home, Henry Rollins, former frontman for the band Black Flag, is the voice of the campaign.

The 2012 Infiniti M hybrid is set to launch nationwide this spring. The groundbreaking new vehicle features the all-new Infiniti Direct Response Hybrid system — a one-motor, two-clutch parallel hybrid system. The Infiniti M Hybrid is the only car in America that delivers 360 horsepower and 32 miles-per-gallon.

“The new Infiniti M Hybrid provides the same level of luxury and performance as the rest of our lineup and builds on the strengths Infiniti has always been known for,” said Infiniti Vice President Ben Poore. “Style, luxury and performance will always be the cornerstone of everything Infiniti does.”

The spots begin airing on March 17 during NCAA March Madness. Infiniti is a corporate partner of the NCAA, and specifically of NCAA Men’s Division I Basketball. This is the second year Infiniti will have a large brand presence in the tournament.

Infiniti will have over 100 spots across all four networks, including the Men’s Final Four. In addition, Infiniti will also have custom vignettes and digital and social elements all surrounding March Madness.