Mitsubishi features ASX in its latest campaign in the UK

Article by Andrew Christian, on October 17, 2014

Mitsubishi Motors in the UK has launched a multi-media campaign that features the ASX. The decision to launch the campaign was prompted by success of Mitsubishi’s return to TV advertising early this year -- for the Outlander Plug-in Hybrid Electric Vehicle (PHEV) -- after being nowhere to be seen in the last five years.

The campaign – dubbed as Adventure Advanced -- was created by Golley Slater ad was planned and bought by Manning Gottlieb OMD. It will highlight certain attributes of the Mitsubishi ASX like its 4WD capabilities, Action Stability Traction Control, and Intelligent Motion DNA.

Adventure Advanced will feature both the crossover capabilities of the ASX and the pursuit for adventure of its drivers. Mike Leeson, Managing Director at Golley Slater in Cardiff remarked that the Mitsubishi ASX has redefined expectations for crossover vehicles, which prompted them to redefine expectations for car adverts.

He noted that Adventure Advanced does not feature glamour shots, slow motion and hyperbolic voiceovers. He disclosed that Golley Slater collaborated with director Keith McCarthy to bring the new sport of “urban canoeing to life.”

The advert was created by employing high-end cinema techniques as well as sticking Go-Pros on helmets. According to Steven Bedwell, Client Account Director at Manning Gottlieb OMD, remarked that the Adventure Advanced campaign provides an opportunity to leverage the success of the Outlander PHEV campaign to make people more aware of the brand and its offerings. [source: Mitsubishi]

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