Mitsubishi Launches Fully Integrated Ad Campaign for 2001 Eclipse Spyder and Montero
15 March 2000
CYPRESS, Calif. - "Spirited" New Campaign Aims to Capture Exhilaration, Emotion and Style
Building on the momentum of its compelling 'wake up and drive(TM)' brand call, Mitsubishi Motor Sales of America, Inc. (MMSA) is launching provocative new advertising campaigns for its 2001 Eclipse Spyder convertible and Montero luxury sports utility vehicle. Using distinctive black and white photography, provocative copy and engaging music, the spots continue to offer evidence that how we look and feel in our cars is important to each of us, and that Mitsubishi's products are uniquely suited to help consumers look and feel alive behind the wheel.
The campaign breaks March 13 with TV spots for the completely redesigned 2001 Eclipse Spyder, and continues on April 24 with the debut of commercials for the rugged yet refined, all-new 2001 Montero.
"Our launch advertising for the 2001 Eclipse Spyder convertible and Montero luxury SUV projects the exceptional style and vitality these vehicles so strongly convey," said Pierre Gagnon, chief operating officer and executive vice president, MMSA. "This new campaign is also designed to position Spyder and Montero as `halo' cars, reinforcing the brand image of our entire line of sedans, sporty cars and sport utility vehicles. We expect this newest rendition of our 'wake up and drive' campaign to communicate Mitsubishi's compelling brand proposition - 'spirited cars for spirited people' - while encouraging consumers to experience the exhilaration of driving our exciting, stylish vehicles."
According to the company, the $45 million marketing initiative will use an aggressive, "one voice" strategy that integrates national print, TV, radio, Internet with outdoor, direct mail and Point of Purchase (POP) materials to ensure brand consistency for Mitsubishi Motors down to the retail level. Created by Deutsch, Inc. in Los Angeles, the campaign is a confident approach that uses provocative lifestyle visuals and bold, "in your face" messages that convey Mitsubishi's core product attributes - style, performance and value.
According to Eric Hirshberg, Executive Vice President/Executive Creative Director of Deutsch LA, these commercials up the ante that has already been established by Mitsubishi's ongoing brand campaign. "Talking style to the four-door set is one thing, but when you're talking to drivers who are looking for a convertible sports car or an aggressive SUV, style is already of paramount importance," says Hirshberg. "What we need to do is convince people that these are the coolest choices in an already cool category."
Entitled "Shaft," one TV execution for the Eclipse Spyder poses the question, "Who's the better detective? Joe Friday or Shaft?" Opening to the "Shaft" theme song and stylish sepia-tone visuals, the commercial leads the audience to the obvious conclusion, "How many Dragnet episodes ever ended with Joe Friday surrounded by beautiful women...in a hot tub?" It closes with a teaser of the Eclipse Spyder, proclaimed to be "so bad, it's good."
Commercials for the 2001 Montero highlight the vehicle's combination of rugged off-road performance with refined styling and ride. Called "Broadway Joe," one Montero commercial opens with dramatic shots of a desolate football field in an industrial town while asking, "Why was Joe Namath so much more popular than Johnny Unitas? Both were great quarterbacks. Both jerseys hang in the Hall of Fame. But then, only one quarterback was ever seen on the sidelines...in a full length mink coat." The spot then shifts to beauty shots of the Montero driving through a sparkling ticker tape parade and closes with the line: "Toughness meets style."
"Everyone else in the large SUV category sells toughness, which the big Montero has in spades, but it's also got something more: style," explains Hirshberg. "We wanted to let people know that just because you need a rugged tool that can handle anything, doesn't mean you have to give that up."
Key elements of the 2001 Eclipse Spyder and Montero integrated marketing campaign also include banner ads, launch microsites, full Web sites, dealer brochures, posters and other point-of-sale materials. In addition, the campaign includes direct mailers, radio promotions, outdoor billboards and print insertions in magazines.
Mitsubishi Motor Sales of America, Inc. (MMSA) was established in 1982 by Mitsubishi Motors Corporation, Tokyo. Based in Cypress, Calif., it markets a full line of vehicles, including coupes, convertibles, sedans and sport utility vehicles. Its website can be reached at mitsubishicars.com.