RPM3 puts Mitsubishi’s Galant on TV

Mitsubishi, the Japanese car maker, is intensifying its presence on UK television by using the medium for the first time to promote its Galant executive model.

Mitsubishi, the Japanese car maker, is intensifying its presence on

UK television by using the medium for the first time to promote its

Galant executive model.



RPM3 is producing the pounds 4 million initiative, breaking on 1 April,

which is part of the company’s efforts to boost its British market share

from its existing 1.1 per cent to 2 per cent by the millennium.



The agency has been laying the groundwork for the model’s TV debut, with

aggressive press advertising which compares the Galant with equivalent

offerings from BMW. Launched in the early 90s, the Galant competes

directly with the BMW 3/5 series and the Mercedes C class in the

executive sector of the volume market.



The new commercial, which will run nationally for a month, uses key

innovative features of the Galant to make an analogy between driving the

car and the honed body of an athlete running across a variety of

terrains.



It was written by Rupert Sutton, the agency’s creative partner, art

directed by Russell Wailes, the joint creative director, and directed by

Chris Hartwill through RSA Films. Media is handled by RPM3.



Paul Kirkley, the agency’s board account director on the business, said:

’If you’re going to take on BMW and Mercedes on their own territory, you

must have something special to say. So few car ads these days promote

innovative features, but Mitsubishi does.’