Mitsubishi is spending at least pounds 5 million to launch three
new models with a press advertising burst through RPM3.
The campaigns, one of which breaks in the national press this week and
the others in February’s style titles, launch the Challenger, the Space
Star and the Space Wagon.
The Challenger is a five-seater 4x4 vehicle that will compete against
the Jeep Cherokee and Toyota’s Rav 4. It is being positioned as an
off-road vehicle more suited to on-road driving.
The two press ads show the car in urban locations but with reflections
of the wild. Zebras, for example, are seen in the window when the car is
positioned beside Trafalgar Square’s stone lions. The ads will run in
men’s magazines such as GQ, FHM and Maxim.
The Space Star is a bigger version of the Colt hatchback, and will
compete against the Renault Scenic and Mercedes A-class. It is being
positioned as a quirky, attractive car that is bigger than it looks. One
of the two executions shows the Space Star alongside tins of sardines
with the line, ’Think a little bigger.’ The campaign will run in women’s
magazines and the national press.
The final launch campaign, aimed at women, is for the Space Wagon
The Challenger and Space Star campaigns were written by Ian Pittams and
art directed by Denis Williams. Photography for the Challenger was by Ed
Lee and for the Space Star by Paul Bussell. The Space Wagon campaign was
written and art directed by Russell Wailes with photography by Ollie