With the brand having passed the 10-year mark in Canada, john st. is re-introducing Mitsubishi with a new branding campaign, complete with a fresh tagline, “Built Better. Backed Better.”
Built around a series of 30-second ads, the new campaign implores Canadians to get to know Mitsubishi, since, as the ending line states, “With a ten year warranty, you’ll be spending a long time together.” The tagline and “get to know Mitsubishi” angle both highlight the extensive warranty, making for a cohesive strategy. The first in the series of television spots, “Get To Know Mitsubishi” goes through the brand’s logo, history, future, “the first mass-produced electric vehicle,” it’s designer, his mother, and the house he bought her, and the warranty, in rapid succession — perhaps too rapid. With each item introduced by “This is…” and the spot running through the list so quickly, it’s a bit too easy to miss information or tune the spot out altogether. The television campaign is supported by digital, print and radio ads.
“The idea for the campaign came right out of Mitsubishi’s industry best warranty,” explains Angus Tucker, executive creative producer/partner at john st. “It’s ten years, which means that when you buy a Mitsubishi, you’re going to be spending a lot of time with your vehicle, whether an Outlander, RVR, Lancer or Mirage. So you better get to know each other first.” Stick around for credits after the jump.
Client: Mitsubishi Motor Sales of Canada
Agency: john st
Writer: Dhaval Bhatt
Art Director: David Glen
Agency Producer: Mike Hasinoff
Brand planning: Megan Towers
Director: Common Good
Production Company: Common Good
Editorial (Editor, Editorial Company): Mark Paiva, Saints Editorial
Telecine: Wade Odlum, Alter Ego
Online & Finishing: Alter Ego
Music & Sound: Eggplant Collective
Audio House: Eggplant Collective
French Translation: Martin Bélanger
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