Mitsubishi Motors & Deutsch Embrace Song by Barenaked Ladies for Lancer Launch

New Mitsubishi Commercials Continue Blending Passion for Music and Automobiles

    CYPRESS, Calif., Aug. 27 Mitsubishi Motors and Deutsch LA
are once again merging sheet metal and music, this time to launch Mitsubishi's
newest model, the all-new Lancer compact sedan.  Mitsubishi chose the off-beat
Barenaked Ladies song "One Week" as the theme song for the new :30 spot,
titled "Lancer is Here," which breaks on September 6th with three :15 teasers
breaking on the 3rd on network TV, cable and syndication.
    The launch spot, "Lancer is Here," cuts between people in three different
Lancers struggling to keep up with the song's frenetic lyrics.  Think karaoke
bar on fast-forward.  The launch spot will be accompanied by three :15 teaser
spots with lines that personify the car's personality:  "The first $14,000 car
worthy of a vanity plate." Followed by the payoff, "Lancer is here.  Under
$14,000. Are You In?"
    The new work builds on and evolves the highly successful "Wake Up and
Drive" campaign for Mitsubishi Motors and centers on glimpses of people
groovin' to the music in their cars.  The spot ends with a question, "Are you
in?" The implicit message is that while people who drive Mitsubishis might
look different, they all have a common youthful spirit.
    "Music is an integral part of our marketing strategy because it reflects
the passion in our products and invokes the spirit of our consumers," said
Pierre Gagnon, president and chief operating officer of Mitsubishi Motor Sales
of America.  "These are stylish cars for people who want to look and feel
alive -- and the music ties them together."
    The Lancer campaign is the latest in a series of Mitsubishi commercials
recognized for their effective use of music.  Most recently, the song "Start
the Commotion" by the Wiseguys has been climbing the charts after being
featured as the theme music for a series of commercials for the 2001
Mitsubishi Eclipse Spyder and Eclipse coupe.
    "Start the Commotion" was originally released in 1999 on the Wiseguys
album "The Antidote."  But it didn't take off until this summer, after being
featured in the Eclipse ad campaign.  Over the past several weeks, the song
charted on Billboard Magazine's Top-40 list and peaked at number two on
Billboard's Heat Seekers charts.

    A newly commissioned recording of "Ooh, La La" (originally performed by
the Faces in 1973) backs up the current Mitsubishi Galant commercial.  Sales
for that song have more than doubled since the ad debuted in April.

    Mitsubishi Motor Sales of America, Inc. was established in 1982 by
Mitsubishi Motors Corporation, Tokyo, and markets a full line of vehicles,
including coupes, convertibles, sedans and sport utility vehicles.

    Deutsch Inc., recently named "Agency of the Year" by Adweek for the fourth
consecutive year, an unprecedented accomplishment, is a $1.5 billion
full-service integrated marketing and communications company.  Part of the
Interpublic Group of Companies (IPG) family, Deutsch works with blue-chip
clients including Mitsubishi Motors of America, Pfizer, Domino's, DIRECTV,
Revlon, Snapple and Tommy Hilfiger.  Deutsch has offices in New York, Los
Angeles and Chicago.

    Mitsubishi Campaign Creative Credits

     Deutsch LA
     Lancer Launch -- "Lancer Is Here"
     Eric Hirshberg -- Managing Partner, Executive Creative Director
     Eric Springer -- VP, Associate Creative Director/Copywriter
     Vinny Picardi -- VP, Associate Creative Director/Art Director
     Mick Kuisel -- Senior Art Director
     Martin Dix -- Senior Copy Writer
     Jennifer Pearse -- Associate Producer

     Production Company:  BOB, Venice, CA
     Director:  Peter Care
     Editing Company:  Chrome, Santa Monica, CA
     Editor:  Hal Honigsberg
     Animation/Special Effects: Blind Visual Effects
     Chris Do and Eric Buth

     Music: Licensed
     "One Week" by Barenaked Ladies

    For further information, please contact Mitsubishi Motors News Bureau,
+1-888-560-MMSA (6672); or Vonda LePage, SVP, Director of Corporate
Communications of Deutsch, +1-212-981-7680.

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