Mitsubishi Motor Sales of Canada, Inc.

Mitsubishi Motor Sales of Canada, Inc.

April 28, 2008 12:01 ET

Mitsubishi's All New Canadian Produced Computer-Generated TV Spot Attracts Global Interest

Robot Fantasy Factory Flexes Mitsubishi's Athletic Message

TORONTO, ONTARIO--(Marketwire - April 28, 2008) -

Attention: Automotive Editors and Entertainment Editors

Step aside all you models with windblown hair riding in sleek cars through the boring - albeit pastoral - countryside, the stars of Mitsubishi's latest television advertisement are slam-dunking robots who know how to score points while they build cars that sizzle.

Mitsubishi's new advertising campaign features a factory that comes to life through intricate computer-generated (CG) graphics that underscore the company's focus on athleticism as a defining brand element. A first for Mitsubishi, the TV spot relies entirely on the latest computer graphics technology to promote the new Eclipse and Eclipse Spyder models. For 30 action-packed seconds of eye-catching graphics and riveting sound design, muscular robots aggressively move through various sports-related activities such as basketball, football and hockey as they assemble the cars.

"This spot speaks directly to what Mitsubishi reflects - imagination, inspiration, innovation, and performance," said Peter Renz, Mitsubishi Director of Marketing. "At Mitsubishi, we are not content with business as usual. We seek always to move the needle in bringing new cars to market, as well as continuously improving our service and performance. Moreover, by producing this 100 percent computer-generated spot, we underscored Mitsubishi's technical spirit - one that speaks to everyone who loves machines. This spot says all that and more. In a phrase, we deliver."

The creative was developed by BBDO Toronto and has generated global interest from Mitsubishi marketing departments around the world. To begin, Mitsubishi Motors North America in California will air the spots-as is-during the NBA playoffs, ABC, NBC, TNT and ESPN1, 2, 3.

"With this commercial, we have come the closest to defining the Mitsubishi brand spirit in all its robotic, energetic and athletic glory. It should also be noted that we didn't shoot a single frame of film to make this ad. The spot is one hundred percent computer-generated," said Ian MacKellar, Executive Creative Director, BBDO Toronto.

The Mill, a world-renowned special effects house based in New York created the computer-generated animation. It took 15 staff working over three and a half months to build the visuals using the latest technology.

For 2008, Mitsubishi Motor Sales of Canada offers a full line of stylish, exciting, superbly engineered, individualistic sedans, SUV's and sports cars that clearly reflect a car company on the move - and the needs and wants of knowledgeable and discriminating Canadian consumers.

For more information, visit the Mitsubishi password-free media website at www.mitsubishi-motors-pr.ca.

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