Mitsubishi Motors in the UK teams up with Golley Slater Cardiff, Fresh Films and Stone Dogs to launch a tongue-in-cheek new TVC to promote its ASX model.
The film is shot in a mockumentary-style and directed by an experienced mockumentary director Sami Abusamra. The 90-second ad takes place in what looks like an animal sanctuary but is quickly revealed to be an overworked human sanctuary filled with accountants, chefs and supermarket cashiers.
The tongue-in-cheek spot focuses on the rehabilitation of one accountant, ‘Colin’, as the final scene shows the Mitsubishi ASX reuniting him with his family, perfectly parodying the inspirational tone of animals being released back into the wild.
Boutique VFX and finishing house, Stone Dogs, was tasked with creating a grade to complement the film, as well as completing the online and VFX work - which required clean-up, stabilisation, and signs being composited around the fictional sanctuary to bring the campaign idea to life.
The Stone Dogs team worked closely with Sami/Amanda and the agency to deliver what I think will be a well-received bit of fun and creative filmmaking. ASX digital content includes 60-second, 30-second, and 10-second cut downs.
Brand: Mitsubishi Motors
Agency: Golley Slater Cardiff
Creative directors Dave Abbott/Paul Williams
Account Director Sophie Young
Managing Director Mike Leeson
Production Company: Fresh Films
Director: Sami Abusamra
Producer: Amanda Lowit
Production Assistant: Jade Mullem
Production Manager: Louise Jackson
Offline: Hettie @Gorilla Editors
Post Production Company: Stone Dogs
Post Producer: Joe West
Grading: Kenny Gibb
Online and VFX: Brian Carbin