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Advertising Automotive Creativity

Mitsubishi enlists freestyle rapper Harry Mack to explain features to test drivers

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By Kyle O'Brien | Creative Works Editor

May 29, 2018 | 3 min read

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Going for a test drive at a dealership gives you an insight and feel for your new vehicle, but when that test drive comes with a rapper to rhyme the features of your car, that's going above and beyond. That's what Mitsibushi did in a new spot for the Eclipse Cross.

Mitsubishi Freestyle Test Drive

Mitsubishi Freestyle Test Drive with Harry Mack

In the spot, 'Freestyle Test Drive,' we see several people getting into a car and going for a test drive with someone who appears to be a car salesman. The salesman then turns up some beats and starts freestyling about the various features on the new 2018 Mitsubishi Eclipse Cross. The faux salesman turns out to be freestyle rapper Harry Mack.

"Futuristic super all-wheel control, three modes so you can tackle street, gravel and snow," raps Mack to a series of customers, all of whom seem to dig his rhymes.

The work is a continuation of the Eclipse Cross launch campaign by BSSP, and ties into Mitsubishi’s historical association with music. The work will appear on social and digital properties.

Mitsubishi Motors : Freestyle Test Drive by Butler, Shine & Stern & Partners (BSSP)

By Mitsubishi Motors

Overall Rating 5/5

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Advertising Automotive Creativity

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Mitsubishi Motors

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Butler, Shine, Stern & Partners (BSSP)

Butler, Shine, Stern & Partners (BSSP) www.bssp.com, is a full-service marketing communications agency based in Sausalito, CA, providing services in advertising, online marketing, web development, data analytics, media strategy and buying, brand identity, design and strategic brand consulting. BSSP is one of the largest independent agencies in the West and is known for providing highly creative, fully accountable marketing solutions to a broad array of marketers including Nature Made, Priceline, MINI Cooper, HTC, Blue Shield of California, Greyhound, El Pollo Loco, Sunrun and others. Adweek named BSSP Small Agency of the Decade, and Outside magazine recognized the agency by putting it on their list of Best Places to Work in America in 2011, 2012, 2013 and 2014. Further, Forbes.com deemed BSSP "one of the top 10 agencies in the country” in 2012. BSSP is a member of Worldwide Partners, a group of 95 independent agencies around the world.

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