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

New York Fries’ golden opportunity

Chain rewarding diners fluent in pig latin in celebration of International Bacon Day

FleishmanHillard stays up all night for pro bono work

Toronto office participates in CreateAthon for the second time in three years

OverCat Communications launches one-stop press hub

Users can download press materials 24/7

General Mills sells vegetable businesses for $765 million

Company cutting free its Green Giant and Le Sueur businesses in the U.S. and Canada

Penguin Canada Twitter ‘hacked’ for book promo

Central character takes the publisher's social account hostage

Moneris taps Razorfish for new digital strategy

Agency devloping a 'responsive digital platform' to help clients understand services

Sorry Canada, McDonald’s all-day breakfast is not for you

New from the fast food chain quickly becomes an election issue on Twitter

Sears Canada narrows operating loss

Struggling retailer says it had a "turning point" in the month of June

McDonald’s to offer all-day breakfast in the U.S. next month

Fast food chain tweaking menu in a bid to boost dwindling sales