Mates rescue mates in new TV spots for the all new Mitsubishi Triton via Jamshop Adelaide
May 18 2015, 2:53 pm | | 13 Comments
Continuing the ‘It’s a Mitsi’ strategy Jamshop Adelaide has launched the all new Mitsubishi Triton.
In each of the ads, mates are rescued from their soft and dull weekends and taken to a place where they can ‘play harder’.
Client: Mitsubishi
Agency: Jamshop
Senior Art Director: Kent O¹Halloran
Senior Writer: David Orstom
Agency Producer: Di Willson
Strategy: Peter Joy
CD: Jim Robinson
Production Company: Photoplay Films
Director: Scott Otto Anderson
Executive Producer: Oliver Lawrance
DOP: Daniel Ardilley
Production Designer: Alex Holmes
Editor: Adam Wills
Post: Cutting Edge
Flame: Karen Fabling
Colourist: Dwaine Hyde
VFX Supervisor: Anders Thonell
Sound Design: Nylon Studios
Music: Justin Astbury
13 Comments
Not sexist at all!
Strategy stolen from VB ‘Cry’ presumably?
https://www.youtube.com/watch?v=i08jbz4wOmY
@……said.
There is nothing wrong with being sexy.
Nice work Jam.
Not the easiest client to move away from standard retail fare.
‘Love that Car’ needed a change, and this has some great personality.
Ignore the nay-sayers. you’ve done a nice job
hilarious, nice work guys
fellas this is good.
Good to see some car ads which move into this territory, hilarious.
They’re funny spots, great casting. So rare for a car ad.
This is how you create a low-cost brand – well done if that was the brief.
These adverts are terrible. As a man I find it deeply offensive to suggest that my gender enjoys insulting and degrading women and that it is desirable and fun for men to act like total douchebags when they get together.
They reinforce the view that a man can ignore his partner’s needs, which are clearly less important than the man’s. He is seen as humiliating his partner and laughing about it in front of his mates. This is the mentality that destroys families and causes domestic violence.
Many men believe they are not in an equal partnership with a woman, where they have to compromise and put in 50% of the effort. These ads help to prop up these views of the large minority of men who resort to aggression, humiliation and psychological intimidation to ensure they get what they want from a woman.
I will never buy a Mitsubullshit again and I am sure most women, and intelligent men, would fell the same way.
What would be really, really clever is to do a funny apology advert saying we didn’t realise and we get it now – that would show real intelligence and help re-position Mitsubullshit. It is currently seen as a lame old-fashioned brand. much smarter to ‘morph’ from a sexist middle-aged man brand to a progressive and socially aware brand that modern Australians could relate to.
well said Mark
Thank you, Mark. From a woman’s view point, I too feel a bit irritated after watching these ads. I don’t consider myself to be an overly irrational person and I’m sure I’ll be called a feminazi or whatever but these ads just reinforce the same gender stereotypes that Mark was talking about. I have grown up around domestic violence and misogyny and seen it my whole life. The ideas perpetuated in the ads fit perfectly into the ideas of the men who have hurt me most often in my life. It also tells women that they are not worth a mans’ time and that they are shallow and to be ridiculed. My suggestion is now to show us how a woman can also form a valuable and treasured part of a mans life. Because at the end of the day when the sun has set and after all of my friends have gone away, it is my man that I can always fall back on for love, support and company. I sure do hope that my man feels the same way about me too. Something is wrong if this is not how you see the women in your life too. Peace. ✌🏼
Sharen – sorry to hear that you have suffered from family violence – it is all too common and these adverts prop-up the mentality behind it. It may come as a total shock to marketers but apparently adverts influence people’s thinking. So it is vital that creatives and campaign designers think long and hard about the collateral damage they might be doing.
Please people – stop creating adverts that harm society! If you are so uncreative you can’t come up with a funny and engaging advert without resorting to offensive and damaging stereotypes you should get out of the industry.
I hope the creators feel suitably embarrassed every time they see a man acting like a Mitsubullshit driver and think “I wonder if I encouraged that behaviour”.
And as Sharen pointed out the adverts don’t show what happens once the douchebag returns from playing in the mud with his friends. The follow-up ads should show how good the ute is for moving out the douchebag’s belongs and maybe him sleeping in it, now he is lonely and homeless.
These as are so 1970’s sexist. Is this the male culture at Mitsubishi? I think I can safely take from their tone that Mitsubishi doesn’t require women’s goodwill or business. And Mitsubishi can sit and wonder how much more interest and how many more sales they would attract if they weren’t insulting half the population.