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
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.’