Mitsubishi Motors and Deutsch Launch Advertising Program to Introduce Endeavor SUV - Hey Guys WE ARE READY TOO!

New Creative Featuring Scandinavian Band Overseer Extends the Wake Up and Drive(TM) Campaign

CYPRESS, Calif., March 24 -- Mitsubishi Motors North America, Inc. (MMNA) launched a national advertising campaign today for the all-new 2004 Mitsubishi Endeavor SUV featuring the theme: "Remember When Driving an SUV Actually Made You Look Different?" Two 15-second teaser TV commercials called "Remember" and "Stealth" began today, while two additional 30-second commercials entitled "First Floor" and "Second Floor" break on March 27.

The campaign was created by Deutsch LA and features the song "Horn Dog," by Scandinavian music group Overseer. Consumers should anticipate an unprecedented, energetic and upbeat theme to parallel the new crossover SUV's edgy and aggressive styling.

"Mitsubishi customers are looking for a vehicle with expressive, standout styling and spirited performance," said MMNA Sales Division President and COO Greg O'Neill. "We have created a message that aligns perfectly with Endeavor's aggressive attitude and presence while inviting consumers to join a unique brand identity."

The campaign debuting today across network and cable stations is expected to be one of the largest that Mitsubishi Motors has ever executed. Mitsubishi has also launched a print campaign that begins running in national newspapers and magazines. Given extraordinary current events and the uncertain media landscape, the company will closely monitor its media strategy as the marketing campaign unfolds.

The television spots feature one seamless camera pan-shot permeating several perspectives that showcase the new Endeavor and draw viewers into a voyeuristic experience. The ads give a brief look inside the vehicle's roomy and plush interior, while focusing primarily on the outside world's view of Endeavor's self-confident, sleek and sexy style.

Starting inside a building, viewers move from room to room, carefully observing Endeavor driving down a cosmopolitan block as though it were confidently strutting down a fashion runway. The view rolls from location to location without physical barriers, between interior walls and upward from beneath the ground. All attention is focused intensely on the vehicle.

"After taking one look at the Endeavor, the strategy was fairly obvious: this is a car that's simply impossible to ignore,'' said Eric Hirshberg, Managing Partner/Executive Creative Director at Deutsch L.A. "The challenge was finding a way to communicate that very simple idea in a dazzling, unforgettable way. We wanted the commercial to be as attention getting and hard to ignore as the car itself."

"Endeavor is designed to meet the ever-changing needs of today's consumers in an uncompromising package that blends style and performance with function and value," explained O'Neill. "Endeavor's advertising will clearly illustrate that SUV shoppers now have a versatile choice that is thoroughly Mitsubishi in its youthful style, attitude and performance."

Historically, music has been an integral component of the Mitsubishi commercials that have contributed to record levels of brand awareness and skyrocketing sales. Over the past four years, sales have grown 81 percent and the music featured in Mitsubishi advertising has become very popular, in some cases quickly driving featured songs onto the Billboard charts.

"Our goal is to showcase Mitsubishi vehicles in a way that helps consumers connect with our brand," said O'Neill. "The fact that our music and style have made such a broad impact outside the auto industry is really a bonus."

Some examples of other music featured in recent Mitsubishi campaigns include:

   --  Wise Guys' "Start the Commotion" for Mitsubishi 2001 and 2002
       Eclipse;
   --  Dirty Vegas' "Days Go By" for Mitsubishi 2003 Eclipse;
   --  Telepopmusik's "Breathe" for Mitsubishi 2003 Outlander.

"After an exhaustive search that included literally thousands of songs, we felt that Overseer's 'Horn Dog' simply captures the mood and intensity of Endeavor. The song leaps off of your TV and grabs your attention, which made it precisely right for the concept,'' said Steve Skibba, senior vice president, associate creative director at Deutsch L.A. "Pair that with the visual of the car literally grabbing the attention of every person it passes on a city block and the whole package comes together to deliver a simple message in a memorable way.''

The spot ends with the rhetorical question, "Are you in?" The implicit message is that while people who drive Mitsubishi vehicles might look different and have different needs, they all have a common youthful spirit.

The five-passenger Endeavor is powered by a responsive, 3.8-liter, V6 engine, offering either front-wheel-drive or full-time all-wheel-drive for improved wet-weather handling and mild off-road capability. The Endeavor comes standard with a four-speed automatic transmission, including a Sportronic(TM) mode that allows drives to manually engage their chosen gear. The Endeavor will range from a suggested retail base price of $25,597 to a fully-loaded suggested retail price of $33,497.

Mitsubishi Motors North America, Inc., (MMNA) is responsible for all of the North American operations of Mitsubishi Motors Corporation. As a single company consolidated on Jan. 1, 2003, MMNA and its subsidiaries manufacture, distribute, finance and market Mitsubishi brand coupes, convertibles, sedans and sport utility vehicles through a network of nearly 700 dealers in the United States, Canada, Mexico and the Caribbean. Mitsubishi Motors sold its first vehicle in the U.S. in 1981, and began building cars here in 1988 at its manufacturing facility in Normal, Ill. For more information, contact the Mitsubishi Motors News Bureau at (888) 560-6672.

Deutsch Inc. is a $2.4 billion full-service integrated marketing and communications company. Part of the Interpublic Group of Companies (IPG), Deutsch works with blue-chip clients including Mitsubishi Motors of North America, DIRECTV, Coors, Revlon, Snapple, Novartis, Bank of America, MCI, Burger King and Tommy Hilfiger. Deutsch offers clients an array of services including advertising, direct marketing (directDeutsch), Interactive (iDeutsch), design (designDeutsch) and public relations, promotions, and events (Deutsch PR Promo Plus). Deutsch has offices in New York, Los Angeles, Chicago and Toronto.