Mitsubishi Motors Launches Second Ad in 'See What Happens' Campaign Literally Off a Bridge

New Commercial Highlights Test That Shows 2004 Mitsubishi Galant GTS Outperforms Honda Accord EX V6 in Braking Performance

CYPRESS, Calif., June 1 -- In an all-new television ad launching today, challenger brand Mitsubishi Motors North America, Inc. (MMNA) takes on the competition again, revealing test data highlighting the all-new 2004 Mitsubishi Galant GTS's superior braking ability compared to the Honda Accord EX V6. The ad, titled "Chasm," is the second to launch for the "See What Happens" marketing campaign created by Deutsch LA. Using a cliffhanger format, the ad focuses on driving viewers to the campaign's Web site, www.SeeWhatHappens.com, to find out the commercial's dramatic ending. Vehicle performance tests were conducted by the independent automotive firm, AMCI.

"Mitsubishi's new marketing approach is to make it perfectly clear to consumers how our products beat the competition in critical areas and how much value our products provide for the money," said Ian Beavis, senior vice president of, marketing, product planning and public relations, MMNA. "This Galant ad smashes home that point."

The 30-second commercial features the Galant and Accord racing head-to-head across a partially constructed bridge leading to a long drop into the ocean. Both vehicles break at the same time as the end of the bridge approaches. The commercial then stops mid-action, directing viewers to www.SeeWhatHappens.com for the cliffhanger's dramatic conclusion.

The commercial plays in its entirety on the Web site, as Galant, featuring a 70-0 mph dry pavement braking distance of 170.1 feet, stops just short of the bridge's drop off. The Accord, needing an extra 15.1 feet to stop from the same speed, careens off the end of the bridge and plummets down onto a barge covered by a cushion of empty boxes. The Web site also allows consumers to play videos of the actual tests, review AMCI's test data, configure a vehicle and find a local Mitsubishi dealer.

"The creative underscores in dramatic fashion the importance of braking ability in real-world driving situations," said Deutsch LA's Steve Skibba and Vinny Picardi who both hold the title senior vice president, associate creative director. "Watching a top Mitsubishi competitor screech off the end of a bridge makes the point loud and clear."

AMCI compared the 2004 Mitsubishi Galant GTS V-6 against the Honda Accord EX V6 and the Toyota Camry XLE V6. The Galant placed first in five out of nine evaluations that tested vehicle attributes such as acceleration, braking and handling and tied for first in two others. The Galant placed first in shortest stopping distance from 60 mph (wet pavement), shortest stopping distance from 70 mph (dry pavement), acceleration from 0 to 60 mph, and emergency lane change maneuvers conducted on both wet and dry pavement. The Galant officially tied for first in cornering (dry pavement) and acceleration from 40 to 70 mph (highway passing).

"Overall interest in the campaign has far exceeded our expectations, with a large number of Web site visitors from our first "See What Happens" ad asking for a sneak preview of the next one," added Beavis. "The resulting Web site traffic has been tremendous."

For additional detail about the 2004 Mitsubishi Galant or the AMCI test results, go to www.seewhathappens.com or mitsubishicars.com.

Mitsubishi Motors North America, Inc., (MMNA) is responsible for all manufacturing, finance, sales, marketing, research and development operations of the Mitsubishi Motors Corporation in the United States, Canada, Mexico and Puerto Rico. Mitsubishi Motors sells coupes, convertibles, sedans and sport utility vehicles through a network of nearly 700 dealers throughout North America. For more information, contact the Mitsubishi Motors News Bureau at (888) 560-6672 or visit media.mitsubishicars.com.