The Drum Awards for Marketing - Extended Deadline

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Mitsubishi Motors North America (MMNA) released its new marketing campaign for the all-new 2018 Eclipse Cross. The Eclipse moniker is being reborn in the form of a crossover. The new advertising creative capitalizes on the reinvigoration of the brand as well as the classic vehicle and a classic song, both being reborn.

The latest spots feature renowned musicians Damien Escobar and William Joseph. Escobar is an Emmy award-winning violinist, and Joseph is a pianist, recording artist, and producer whose performances garner millions of views online. The spots feature the musicians’ creative interpretation of the Twisted Sister classic rock anthem, 'I Wanna Rock' and position the vehicle as the CUV that "has it all" with premium styling, intuitive technology and Super All-Wheel Control (S-AWC).

The new Eclipse Cross spots also mark a return to network television for the brand with prominent placement on ABC, CBS, FOX and NBC, as well as the highest media spend in 11 years. The media spend will include television, online video, outdoor billboards, and digital.

Credits

Client: Mitsubishi Motors North America

Agency: Butler, Shine, Stern & Partners

Production Company: Sibling Rivalry

Music: Shindig Music

Editorial Company: Cleaver Editorial

Visual Effects: JAMM

Color: The Mill NY

Mix: One Union