Mitsubishi L200/Clemenger BBDO Wellington

Shot in rural parts of New Zealand's North Island and using a variant of Jim Croce's 'You Don't Mess Around with Jim', Clemenger BBDO Wellington's ad for the new Mitsubishi L200 utility vehicle, or "ute" as pick-ups are known down in NZ, has rugged farm folk singing along as the L200 does what it does best -- tackle the tough countryside with apparent ease. The use of actual farmers in real-life situations in this colourful and beautifully shot spot give it an added dimension and the countryside is stunning, although the line "the ute you can't root" [the utility vehicle you can't wreck] will more than likely be lost on a UK audience. Client: Mitsubishi L200; Agency: Clemenger BBDO Wellington; Creative team: Chris Martin and Hugh Walsh.