Mitsubishi seeks to inspire

Mitsubishi Motors Europe is trying to liven up its image with a £20 million pan-European campaign that uses the classic new-wave track Town Called Malice by Paul Weller and The Jam.

The television, print and online campaign is the first work by MME's new agency, StrawberryFrog, which won the account last November.

The campaign targets adventurous urban dwellers, and launches later this month. It will run across 42 markets.

The advertising promotes the Outlander, MME's new crossover sports wagon that competes with Range Rover's Freelander and Honda CRV. The campaign is also intended to relaunch the company by using the voiceover: "Outlander: the new Mitsubishi."

Stefan Jacoby, the president and chief executive of MME, said: "These ads are the first in a series of campaigns that will remind consumers that MME's cars are inspiring."

The TV campaign, called "hitchhiker", shows a female Outlander driver stopping to pick up a hitchhiker. The vehicle zips along a city street that unfolds into a wild rollercoaster-like ride.

The ads were written by Shawn Preston and Andy McKeon and art directed by Tuesday Poliak and Steve Diller. The commercial was directed by Anthony Hoffman at @radical.media.

BlueberryFrog has developed an online campaign, with media planning and buying through Manning Gott-lieb OMD.

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