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
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
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had exerted pressureon Butler Lutos to get the ad withdrawn.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.