Mitsubishi Launches New Ad Campaign to Support 2008 Rally Inspired Lancer

by Marty Bernstein
Marketing & Advertising Editor
The Auto Channel

There’s a hot new ad campaign for the hot new Mitsubishi all-new 2008 Lancer, available for purchase this month. The new Lancer advertising initiative continues in the focused direction the company has taken with its 25th anniver-sary marketing, targeting driving enthusiasts who are emotionally driven, ambi-tious and energetic. The campaign follows the recently launched Lancer microsite www.lancerproject.com, and is comprised of print, online, direct marketing, radio and broadcast elements.

The 30-second Lancer television commercial, which debuts April 9, shows how the Lancer can transform an ordinary stretch of road like a cloverleaf into an exhilarating driving experience, all to the sound of a pulsing beat consistent with Mitsubishi's previous Outlander, Eclipse and Eclipse Spyder advertising cam-paigns.

"Just as the 2008 Lancer remains true to its rugged rally race heritage, the current advertising campaign clearly showcases the outstanding capabilities and handling of this built-with 'Mitsubishi-logic’ automobile,” said Mike Nash, director of advertising, MMNA. “If you ask why you would put magnesium paddle-shifters in a compact sedan, the clear, logical answer is ‘because’. Consumers will appreciate Lancer’s fun-to-drive, aggressively styled performance in a competi-tively priced sedan.”

The advertising was created and supported by team of Omnicom agen-cies, including BBDO West, Los Angeles and San Francisco (offline); Organic (online); PHD (media) and Javelin (Direct Marketing/CRM).