Mitsubishi reckons cars are about life’s magic moments, not just speed

Mitsubishi advertising campaign cars SUV

Mitsubishi Motors in the UK has launched a new advertising campaign which taps into drivers’ ambitions in everyday life, rather than the thrills and spills of the road.

The starting point for media communication agency Manning Gottlieb OMD and creative communications agency Golley Slater was to carry out research into what “ambition” means to people today.

After hosting a series of focus groups for the company, which has its UK HQ in Cirencester, they concluded that the ambitions and aspirations of the average car driver in the UK are not always those typically portrayed in car adverts.

When asked what a role model should be, 60% of men in the UK said it should be someone who is considerate towards others, while nearly 45% of women believed looking after one’s mental health is a real ambition.

The company’s TV ‘Drive your ambition’ advert features three Mitsubishi SUVs in adventurous driving situations typical of many other car ads. However, viewers also witness the drivers fulfilling personal ambitions.

The Mitsubishi Shogun Sport tackles a steep incline, whilst its owner attends a rugby training session with his daughter. The Mitsubishi Eclipse Cross and the Mitsubishi Outlander PHEV are juxtaposed with individuals enjoying similarly special moments in their everyday lives.

Katie Dulake, General Manager, Marketing & Communications, Mitsubishi Motors in the UK, said: “It seemed to us that modern ambitions weren’t those in the usual car advertising clichés – control, power, and stereotypes about masculinity – and that’s what our research showed us. Modern ambitions in the UK are much more personal, with mental health, wellbeing and family life being more relevant top priorities.”

Toby Marshall, Sales and Marketing Director, Mitsubishi Motors in the UK, commented: “This advertisement signals a new chapter in the Mitsubishi Motors story. With our heritage of building 4X4 vehicles it would be natural to want to show them off doing incredible things off-road but that’s not an ambition most people share.

“It’s the little moments that mean the most to our customers and we want to be there to support them on their journey, wherever their journey takes them.”

The 30-second film was launched on TV and social media on July 12 and can be seen here: