The Colt launch develops MME's aggressive strategy to introduce 14 new cars in Europe by 2007 in an attempt to drive sales.
The campaign, created by StrawberryFrog, is set under-water and begins with a TV execution in late April. It is supported by outdoor, press, and online, as well as promotional events.
The TV ad features a young woman driving her Colt down what appears to be a dark road with a truck in front of her and the bright lights of an approaching car behind.
However, as the car begins to overtake her, it is revealed to be a fish and, as the woman manoeuvres around rocks to overtake the truck, it is seen to be a futuristic submarine. The commercial ends with a voiceover that asks "Where will it take you?" and the endline: "Drive alive."
TV ads will run from the end of April across major European national channels and will be supported by spots on network and cable channels throughout the summer. Ads will also feature on Eurosport and the CNN Airport Network in major airports across Europe.
The poster campaign will run in European cities, with press ads appearing in national daily newspapers. Automotive, business, music, lifestyle and fashion magazines, including Cosmopolitan and 34, will also be used.
Alongside the above-the-line campaign, Colt kiosks, which feature the car submerged in water in a Damian Hirst-style perspex box, will tour Europe, appearing on streets.
The campaign will culminate with the "Colt Lifestyle Rally" event taking place in Paris this summer.
Scott Goodson, a creative partner at StrawberryFrog, said: "We have developed an original advertising campaign that brings Colt underwater to prove a point, that the car can take you somewhere you've never been before."
The campaign was overseen by the creative director Andy McKeon and the art director Tuesday Poliak. Media planning and buying was through the Frankfurt-based agency Davinci.