NEWS: Butler Lutos drops Mitsubishi ad after CDP points to prior use of idea

Mitsubishi Motors has been forced to pull a press ad at short notice after Collett Dickenson Pearce pointed out that it was ‘alarmingly similar’ to an earlier campaign for its client, Honda.

Mitsubishi Motors has been forced to pull a press ad at short notice

after Collett Dickenson Pearce pointed out that it was ‘alarmingly

similar’ to an earlier campaign for its client, Honda.



Butler Lutos Sutton Wilkinson produced the tactical Mitsubishi ad, which

illustrates the low petrol consumption of the Mitsubishi Carisma. It

shows the car parked by a petrol pump under the headline ‘hello

stranger’.



However, Honda’s agency ran a campaign for the Honda Civic using exactly

the same image of a vehicle and a pump - and the same headline - last

year.



The joint chief executive of Butler Lutos, Matthew Lutos, stressed that

the ad was a genuine mistake: ‘Only a complete idiot would deliberately

set out to copy another ad in the same industry,’ he said.

Lutos confirmed the agency was now working on a new execution following

the ad’s withdrawal last week. He said the agency pulled the ‘hello

stranger’ ad after only one appearance, in the Daily Mail, following a

conversation with CDP.



CDP’s chief executive, Ben Langdon, was not available for comment as

Campaign went to press, but other industry sources confirmed that CDP

had exerted pressureon Butler Lutos to get the ad withdrawn.



‘CDP got on the phone and said to Butler Lutos: ‘We can either do this

the hard way or the easy way’,’ a source said.



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