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

H&R Block focuses on expertise in new campaign

The brand replaces its long-running "Tax Pain" platform with new creative

The Hot Plate rebrands as THP

Toronto shop looks to expand beyond its origins as a food-marketing agency

Tennis Canada serves up a new brand and national campaign

Multi-media campaign from Revolution urges Canadians to "Live the Moment"

Loblaw eyes Target locations as it more than doubles Q4 profit

Grocery and pharmacy chain earns $247 million for the 13-week period ending Jan. 3

New Smarties box encourages consumer to count calories

New packaging allows consumers to parcel out the candies into healthier portions

Buick makes a comeback as it courts younger customers

"That's not a Buick" tagline and campaign is changing the way people view the brand

Taco Bell Canada keeps rewarding the social savvy

Campaign raises awareness of the Doritos Cheesy Gordita Crunch arrival in Canada

Millennial employees aren’t really that different

Despite the stereotype, this cohort wants what their parents wanted

What effect did Canada have on Target’s bottom line?

A 4Q loss on Canada pullout, but U.S. shows sales gain