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Ad of the Day: Mitsubishi Motors takes the lead with new creative direction

Ad of the Day: Mitsubishi Motors

Mitsubishi Motors has taken a new road in a bid to prove it’s the market leader in the plug-in hybrid category.

Working with Golley Slater Cardiff, the TV spot ‘Where some follow, others lead’ sees mythical creatures from a minotaur to Medusa take centre stage.

Spanning TV, print, digital and social media, the multi-million-pound push features photography from Jan Doeppert with Mitsubishi Motors communications general manager, Kate Woodward, praising the creative concept for capturing the “essence of Outlander PHEV and our status.”

Dave Abbott, creative director at Golley Slater, explained: “When the 2017 Outlander PHEV brief landed on our desks, our priority was to create an impactful campaign that would help cement and retain Mitsubishi Motor’s presence as a leader in the market.

“In a rapidly growing segment, the one thing other Plug-in Hybrids aren’t able to say is that they are leading, so this was the basis of our idea.”

Directed by British filmmaker Bugsy Riverbank-Steel of Moxie Pictures, the idea was described as being “a little barmy” on paper.

“It’s rare these days for a client to go out on a limb and run with an ambitious idea, but on this occasion both the client and agency were brave enough to push it right to the limit, and it is when this happens that you realise how great commercials can be,” said Riverbank-Steel.

“This project was one of my most exciting, yet most challenging to date, but it’s not often you’re given the opportunity to build a minotaur’s head or film Medusa in a burnt out forest.”

To keep up to date with the latest advertising, design and creative work from around the globe visit our Creative Works homepage.

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Gillian West

Gillian West manages the Creative Works section of The Drum covering weekly round-ups, Ad of the Day, Creative Work of the Week and Creative Work of the Month.

All by Gillian