Mitsubishi chases down new branding campaign

A man is driving through dark city streets, turning around tight corners and dodging other cars before pulling a u-turn, backing into an alley and turning off the car. There’s a twist at the end of Mitsubishi’s latest TV spot, of course, but the Mitsubishi Lancer gets some sexy nighttime chase scenes before the screen […]

A man is driving through dark city streets, turning around tight corners and dodging other cars before pulling a u-turn, backing into an alley and turning off the car. There’s a twist at the end of Mitsubishi’s latest TV spot, of course, but the Mitsubishi Lancer gets some sexy nighttime chase scenes before the screen darkens and a slogan appears: “Must be the Mitsubishi.”

The automaker’s new slogan centres on the idea that a Mitsubishi can change you. The spot – and its French-language counterpart – are meant to build the company’s overall auto brand, not the Lancer in particular.

In the past, the company tended to do a lot of “one-offs,” said Peter Renz, director of national marketing for Mitsubishi Motor Sales of Canada. “Consistency is what we need now.”

Stephen Jurisic, co-creative director and partner at John St., the agency behind Mitsubishi’s new campaign, describes its direction as “bold, spirited, and youthful… We need to get people thinking about [Mitsubishi] as a brand image, not as a car,” said Jurisic, “because people fall for brands, not for the car.”

Along with their current television ad “Tail,” the new campaign consists of print ads and an online video, all pushed out through social media. (The automotive brand has only been in Canada for 10 years, but has had a strong online presence from the start; the Lancer Evolution Facebook page has over 868,000 “likes.”)

Brands Articles

PR Move of the Week:
Sears Canada

Retailer’s offer to Target's soon-to-be-ex-employees hits the mark

Ipsos and ICA reveal this year’s most influential brands

Netflix, Twitter and LG are 'on fire,' but who leads the list?

Bell readies Let’s Talk Day
for 2015

Major PR push helps mental health
stay in the spotlight

PR Accounts On The Move

A recap of recent account wins on the PR front

A new design for Umbra’s flagship store

Canada's design champion seeks stronger community ties

Hall of Legends 2015:
Chris Armstrong

The birth of the big comfy chair, and building TD Canada Trust

4 values at the heart of good customer experience design

Schulich's Charlene Precious Tcheong explains the emotion-over-logic marketing approach

Uniqlo to open first two Canadian locations in Toronto

Japanese fashion retailer expands global operations into Canada