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

Super Bowl ads run the gamut of emotions

From offbeat humour to heartfelt, brands do their best to stand out in the crowd

Nissan Canada takes to the mountains for Super Bowl ad

Commercial is the fifth instalment in #ConquerAllConditions campaign

The lessons from LinkedIn’s failed ad network

The social media service for professionals is reaching a critical turning point

Adobe suggests some marketing execs are making bad bets

An ad aimed at CMOs shows a Super Bowl investment gone horribly wrong

Luxury retailers to battle it out as sector faces challenges

Trendex North America expects sales to bottom out in the coming years

Photo Gallery: Marketing’s Best of the Year

Agencies, clients, media and tech came together to see who would be chosen

Manulife adds Glenn Hollis as Canadian CMO

Exec comes with experience from Tim Hortons and a long agency background

How Molson Canadian regained its cult status

6 steps to reclaiming the brand pride inspired by 'The Rant'

Marketing reveals its ‘Best of the Year’ winners

Have a look at the Marketer, Media Player, Agency and Tech Player of the Year