Mitsubishi Motors takes a look at urban canoeing in Adventure Advanced campaign

Mitsubishi Motors has positioned its ASX car as “four wheel ability fused with urban agility” in a new multi-media campaign.

Created by Golley Slater and planned and bought by Manning Gottlieb OMD, the ‘Adventure Advanced’ campaign shows the car following an urban canoeist in order to show the ability of the car.

Kate Woodward, general manager of communications at Mitsubishi Motors in the UK said: “The ASX crossover is an integral part of our growth plans and as such we needed a theme that increased awareness of this model with a campaign that had impact and standout. We are delighted with the Advanced Adventure theme and believe it delivers on all fronts.”

The TV ad will be supplemented with online video and cinema, as well as geo-targeted dealership tags to drive relevance and a national press campaign.

Mike Leeson, managing director at Golley Slater in Cardiff added: “The Mitsubishi ASX has redefined expectations for crossover vehicles, so with our new campaign we’ve had to redefine expectations for car adverts. Wave goodbye to thirty second glamour shots, slow motion and hyperbolic voiceovers – and say hello to Adventure Advanced.

“Teaming up with director Keith McCarthy we bring the new sport of urban canoeing to life - slaloming around the streets of Barcelona in extreme fashion. From high-end cinema techniques to Go-Pros stuck on helmets, the excitement was captured from every conceivable angle to create a truly immersive advert.”

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