Mitsubishi Motors in the UK has launched a new range campaign exploring the global brand’s new identity ‘Drive your Ambition’ for the first time.
The starting point for media communication agency Manning Gottlieb OMD and creative communications agency Golley Slater, was to understand what “ambition” really means to people today.
Through a series of national focus groups and Mintel research, it was found that the ambitions and aspirations of people in the UK are, in reality, very different to those typically portrayed in the car advertising industry.
60% of men in the UK believe a role model should be considerate towards others and 54% believe in the importance of being open minded, while nearly 45% of women believe looking after one’s mental health is a real ambition today.*
The TV ad, filmed on location near Loch Lomond in Scotland, features three Mitsubishi SUVs in varying adventurous driving situations typical of those you could see in other car ads. However, we also see those same vehicles’ drivers fulfilling their own personal ambitions.
For example, whilst we see the Mitsubishi Shogun Sport tackling a steep incline, we also see the vehicle’s owner attending a rugby training session with his daughter. Also featured are the Mitsubishi Eclipse Cross and the UK’s best-selling plug-in hybrid, the Mitsubishi Outlander PHEV, both depicted in similarly adventurous scenarios, juxtaposed with individuals and families enjoying special moments in their everyday lives.
Katie Dulake, General Manager – Marketing & Communications, Mitsubishi Motors in the UK said “It seemed to us that modern ambitions weren’t those in the usual car advertising clichés- control, power, and stereotypes about masculinity- and that’s just what our research showed us. Modern ambitions in the UK are much more personal than that, with mental health, wellbeing and family life being more relevant top priorities these days’.
“Currently the automotive industry is going through a period of rapid change, and we’re working hard to be at the forefront of this change – this advert reflects that.”
Toby Marshall, Sales and Marketing Director, Mitsubishi Motors in the UK commented “This advertisement signals a new chapter in the Mitsubishi Motors story. With our heritage of building 4X4 vehicles it would be natural to want to show them off doing incredible things off road but that’s not an ambition most people share. It’s actually the little moments that mean the most to our customers and we want to be there to support them on their journey, wherever their journey takes them.”