Mitsubishi Motor Sales of Canada, Inc.

Mitsubishi Motor Sales of Canada, Inc.

February 21, 2007 06:00 ET

Mitsubishi Launches Canadian Produced Television Advertising Campaign

Company Leverages Rally Heritage to Launch All New Outlander

MISSISSAUGA, ONTARIO--(CCNMatthews - Feb. 21, 2007) -

Attention to the following editors: Business editors/Marketing editors/Automotive editors of the dailies and weeklies/Radio morning shows/TV morning shows

By extending Mitsubishi's impressive legacy of victories in the Dakar Rally to the streets of Canada, a Canadian-produced television advertisement from Mitsubishi Motors Sales of Canada focuses on two vital themes: performance and commitment to the Canadian marketplace.

"This TV spot highlights the essence of the Mitsubishi brand, by showing how our racing heritage and accomplishments translate into the energy, excitement and performance that our products deliver day-in and day-out," said Larry Futers, MMSCAN's Director, National Marketing. "At the same time, the Canadian scenes speak to how we tailor the products and product features we bring to the Canadian market on what Canadians want and need, and not on what some distant corporation has decided we need. At the end of the day, our view is that one size does not fit all, but that each market has its unique requirements for new technologies, and models."

Richard D'Alessio, director of the 30-secod television spot entitled "Straight to the Dealer" and that begins airing nationally the week of February 19, 2007, said the combination of integrating performance shots, adding CGI (computer generated imagery) and working in real-life conditions put him and his team to the test. The rule of the day, he said, was that the Outlander featured in the advertisement had to be authentic.

The television spot, created by DDBO Toronto, begins with intense footage from Mitsubishi's 12th victory in the Dakar Rally, as a dirt-encrusted red Mitsubishi rally racer roars through sifting sands with fierce determination. It then flashes to the rain-drenched streets of Vancouver as the Dakar rally car morphs into a Phoenix Red 2007 Outlander slip-sliding through the urban jungle on his way to another crucial finishing line: in this case, a local Canadian dealership where an anxious salesperson is waiting with a happy couple for the arrival of their new car.

"The most challenging part was to recreate the intensity of the rally shots on the streets of Vancouver, and to do so with no special modifications to the car, no special tires, and nothing to increase the performance of the Outlander," D'Alessio said. "All the athletic shots (the actual driving scenes) are real. The car performed like a champ. Overall, it did everything we wanted it to do ... it went all out around those turns, giving the Vancouver scenes a real sense of the rally footage. The stunt driver really liked it."

The advertisement continues to flash between the desolate desert rally racing scenes and the urban Canadian landscape, featuring everything from tight, side streets to construction-strewn road scenes. It concludes with the mud-covered Outlander powering into the dealership and sliding to a dramatic stop in front of the anxious salesperson and the couple. In the process, the car sheds all the dirt and dust - as well as the racing decals - in an aggressive splatter that covers the wall, but leaves the car spotless and vibrant.

"Originally, we were supposed to shoot the end outside, but it didn't feel right," D'Alessio said. "Then it was just a question of getting Todd Ho (the owner of Newtype-Richmond Mitsubishi in Richmond, BC) to let us shoot inside, and he said 'Great!'"

D'Alessio emphasized that integrating the Dakar Rally in the television spot was crucial to Mitsubishi's underlying Canadian message. "Canada is very hard on vehicles," he said, alluding to weather and driving conditions in some areas. "There's something about the Dakar Rally that people hold up as an example. So the idea is to let people see and touch a car in a showroom that can actually do what the cars in the rally are capable of doing. You show them a level of performance that they'll probably never demand, but that they now know exists in the Outlander."

Media for this Canadian produced television spot was planned and bought through OMD's BBDO Automotive Group.

Campaign Credits:
Creative Director Jack Neary, Ian MacKellar
Art Director Carlos Moreno
Copy Writer Peter Ignazi
Executive Producer William Cranor
Director Richard D'Alessio
Account Team Steve Groh, Dennis Cant
Agency Producer Winnie Alford
Media Plan & Media Buy OMD's BBDO Automotive Group

A French version of this release will follow on our password free media website at

Contact Information

  • Mitsubishi Motor Sales of Canada, Inc.
    Susan Elliott
    Manager, Corporate and Product Communications
    (905) 833-0826
    (905) 833-8301 (FAX)
    Mitsubishi Motor Sales of Canada, Inc.
    Jacquie Adams
    (416) 995-0308