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
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.