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 Automotive Intelligence News

News of October 16, 2002

 

Mitsubishi Motors Introduces Launch Advertising Effort for Outlander SUV Vehicle

Mitsubishi and Deutsch LA Take Viewers on a 'Journey' for Outlander Featuring Eccentric Soundsmiths Telepopmusik
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Mitsubishi Outlander

Photo: MMC

CYPRESS, Calif. - Mitsubishi Motor Sales of America, Inc. released the latest evolution of its popular "Wake up and Drive" advertising campaign for the launch of the 2003 Mitsubishi Outlander entry-level SUV. Created by Deutsch LA, the :60 and :30 commercials are set to debut on October 14th in the U.S. and on November 18th in Canada. Outlander will be on sale throughout the United States by mid-October and is currently available in a limited number of Canadian show rooms.

The new commercials feature music from French-techno group Telepopmusik and are designed to take viewers on a journey through life while showcasing Outlander's versatile features and styling.

"Outlander is designed to meet the ever changing needs of today's youthful consumers in an uncompromising package that blends style and performance with function and value," said MMSA President and COO Greg O'Neill. "Outlander's advertising will clearly illustrate that entry-level SUV shoppers now have a versatile choice that is thoroughly Mitsubishi in its youthful style, attitude and performance."

The Outlander advertising campaign will capitalize on Mitsubishi's innovative use of music and style while telling the story of a young man's life by illustrating the broad range of personal issues that connect him with his vehicle.

The pulsing soundtrack, an undiscovered gem called "Breathe," weaves hypnotically over footage of the new Outlander as its lively occupants take a drive through life. On screen, consumers watch a young man transition from confirmed bachelor to new husband to proud father in just :60 seconds. It's a classic story of boy-meets-girl, boy-still-hangs-with-buddies, boy-sometimes-wears-drag, boy-gets-married, boy-has-daughter.

The spot ends with the poignant and rhetorical question, "Are you in?" The implicit message is that while people who drive Mitsubishi vehicles might look different and have different needs, they all have a common youthful spirit.

"We're all on a journey through life and the new Outlander creative demonstrates in a time-capsule fashion that our consumer's lives are filled to capacity with years of unforgettable moments. The work captures the fact that you can still have fun along the way no matter who you are and where you are going," said Vinny Picardi, SVP, associate creative director, Deutsch LA. "The work takes us to a new level and captures the idea of 'for the journey' - - it's aspirational yet attainable and ahead of the curve in look and feel."

The Outlander campaign also includes print ads that begin appearing in October in national newspapers and in enthusiast and consumer publications including Details, Elle, Essence, Outside Magazine, Parents Magazine, Rolling Stone, Shape, US Weekly, InStyle, ESPN the Magazine, EW, Real Simple, and Kiplingers.

Outlander is available in four models with a price range of $19,000 -- $24,000. Both the LS and XLS Outlander versions are available in either front-wheel or full-time all-wheel-drive, with all-wheel drive LS and XLS models offering superior wet weather handling and off-road performance. A torque-rich 2.4-liter, 16-valve, SOHC motor provides 140 horsepower while delivering excellent fuel economy, and is mated to a 4-speed automatic transmission with an exciting manual shift mode.

(Oct. 14, 2002)

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