Roose & Partners is launching its new work for Mitsubishi cars with
a poster and press campaign that pokes fun at the Germans.
The ads aim to promote the Mitsubishi Galant, an upmarket model that
competes with German marques, such as the BMW 3/5 series and the
Mercedes C class.
One ad features a silver Galant and the line, ’more beef that’s scaring
the Germans’, referring to both the power of the vehicle and the fact
that the Germans have refused to lift their ban on English beef.
Other straplines incorporated in the print work include ’identify
yourself’, first used in the umbrella branding campaign which launched
The theme of that campaign was to emphasise that there is a Mitsubishi
car to suit every personality.
The ads were written by Matt Bartley and art directed by Danny Lloyd,
with photography by Jerry Oke.
Media planning and buying is also through Roose.
The pounds 600,000 campaign breaks this week and runs until 31 October.
It will appear nationally on 1,600 poster sites, and is backed by a
print campaign in consumer magazines until 24 October.
Philip Price, the general manager for marketing at Mitsubishi Motors,
said: ’With this campaign we are showing that Mitsubishi produces
powerful, well-built and affordable cars that can take on what are
believed to be the class leaders.’