RPM3 gives Mitsubishi pick-up a fun and sporty image

RPM3 is aiming to reposition pick-up trucks as trendy ’men’s motors’ with a pounds 300,000 press campaign for Mitsubishi’s L200 4 Life recreational pick-up truck.

RPM3 is aiming to reposition pick-up trucks as trendy ’men’s

motors’ with a pounds 300,000 press campaign for Mitsubishi’s L200 4

Life recreational pick-up truck.



The campaign parodies the lifestyle quizzes that appear in magazines and

try to reveal a reader’s personality traits. The ads, however, aim to

measure the reader’s potential as a L200 driver.



One of the three executions asks: ’How much fun are you?’ and seven

questions follow: ’Your partner asks you to drop everything,’ says the

first, ’get in the L200 4 Life and go on a weekend surf trip with

friends. Do you; a) beat your chest and shout ’I’ll fetch me trunks’; b)

say ’no’ but suggest a romantic weekend in Norwich; c) run away

screaming about ’not coping with commitment?’’



The campaign positions the pick-up as a recreational vehicle for active

leisure enthusiasts. Paul Kirkley, board account director on Mitsubishi,

said: ’In the US, pick-up trucks are very trendy and therefore popular

with young people. They’re synonymous with a fun and active lifestyle

and the advertising sets out to make people smile.’



The campaign was written by Jon Fox and art directed by Rik Brown.

Photography was by John Cummings. The executions will run in the August

issues of Esquire, FHM and GQ, with media bought and planned by

RPM3.



The L200 has previously been marketed as a commercial vehicle with

advertising concentrating on its popularity with farmers and builders.

The market share of the trade version of the L200 has doubled in the

past three years to just over 20 per cent.



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