Mitsubishi promotes its SUV brand with ‘Built for the time of your life’ campaign via Richards Rose
As part of its global strategy to be the leading SUV brand, Mitsubishi and its new agency partner Richards Rose, have developed a vibrant, feel good campaign celebrating the experiences Mitsubishi SUVs facilitate.
By demonstrating the functional and emotional benefits drivers experience everyday, the campaign seeks to position Mitsubishi as the SUV/4WD expert that gives customers lasting good times.
Under the new positioning – Built for the time of your life – the campaign builds on Mitsubishi’s proven 4WD credentials whilst demonstrating the comprehensive range of SUVs for every stage of life.
Says Darrell Jacobs, head of marketing communications: “The simple fact is we build superbly engineered, dependable SUVs that open up wonderful possibilities for our customers. This is an opportunity to remind people what the Mitsubishi brand stands for and cement the emotional connections between our SUVs and car buyers.”
Says Adam Rose, executive creative director / founding partner, Richards Rose: “Mitsubishi has a strong, proud history in Australia and we’re excited to embark on this new chapter. Their SUVs aren’t just designed to look pretty in a driveway, they’re designed to be enjoyed. ‘Built for the time of your life’ celebrates the positive feeling that over a million Mitsubishi owners experience every week. I’d like to thank all our valued partners who contributed so much in a short space of time to make this launch possible.”
The new brand idea encompasses the whole of business and will be launched using all mainstream channels as well as narrow cast media. Impacting across dealerships through point-of-sale, product brochures and sales collateral.
Agency: Richards Rose
Executive Creative Director: Adam Rose
Creative Director: Chris Johnson
Creative Group Head: Paris Giannakis
Head of TV/Content: Tanya Hairman
Group Account Director: David Hallett
Account Director: Kristen Sandberg
Head of Strategy: Jody Elston
Client: Mitsubishi Motors Australia
Deputy Director, Marketing: Taichi Nakajima
Head of Marketing Communications: Darrell Jacobs
Marketing Manager: Daniela Querzoli
Production Company: Goodoil Films
Director: Justin McMillan
Producer: Catherine Warner
DOP: Stefan Duscio
Aerial: Heliguy
Editor: Simon Njoo
Post Production: Alt VFX
Post Production: Kojo
Music Supervison: Donna Fitzhenry @ Music Mill
47 Comments
Well done lads. It’s one of the better Holden spots I’ve seen in a long time.
Different agency. Same shit. Snore…
This just proves how difficult it is to do long-lasting consistent work in automotive.
Oh what a feeling, I bought a jeep, and some VW work leads the way.
And only one of those brand campaign was created originally on Australia.
This…sadly shows a brand with no soul.
“Please consider” was its highlight
Oh Big Mamma, go back to your dishes. You are the boring one. This is a fun ad that’s well put together.
The politics behind all the Holden comments are juvenile.
@JJ sticking up for mediocrity. Classic suit move.
Hey, can we now have our storyboard back?
It’s a bitta shitti
I could have cut together the exact same ad from all the previous Mitsubishi ads done over the last 20 years. There’s no idea here. It’s really just a stealomatic. Time to move on and get a proper creative agency who won’t just make the same old thing over and over again.
I could have cut together the exact same ad from all the previous Mitsubishi ads done over the last 20 years. There’s no idea here. It’s really just a stealomatic. Time to move on and get a proper creative agency who won’t just make the same old thing over and over again.
The real skill in advertising is knowing when not to give a fuck.
Nothing new. No flow. Same smell
People need to stop pressing rubbish like this. Just run it on TV, some consumers might like it, might buy a Mitsubishi but it’s boring as batshit advertising that doesn’t deserve press.
@ Phil. Clearly you’ve never worked on the Mitsubishi business.
Maybe i’m old fashioned, but I like an idea. A good one is even better.
Their Holden ads are more distinct than this film, think Mitsubishi have been short changed.
Next time just go straight to a production company, it’ll be cheaper and there will be less bullshit. They’ll probably even throw in an idea for free.
@Hard Work, unfortunately Mitsubishi TV ads are there for all to see. You don’t have to work on the business to know that you could have cut together the current ad from the last 20 years of commercials. That’s a fact.
I accidentally listened to the music and now my breakfast is all over my keyboard.
Underrated comment right there.
I’m glad I didn’t write any of the previous comments.
I’d have been pilloried for being characteristically negative.
Well done! A great commercial, loved the music, scenes and models of cars. Makes you want to go buy one.
Great commercial, loved the music, good choice of models, and fabulous scenery, makes you want to go out and buy one.
the boy dancing in this advert is absolutely delightful – it’s impossible not to smile no matter how many times you see it. makes this advert a winner
Great ad, doesn’t deserve the negative comments here, music is special, perfect for the ambiance that is intended. As someone with a long association with Mitsubishi, this is probaly the best next to the Little Deuce Coupe campaign of 1975.
The dancing little dude is awesome – should show more of him! He makes me feel happy 😂
I just adore that boy, he is so totally into the dance moves – so natural and rythmic. Love watching the advert just to see him! Give him his own show, I’m such a fan!
What are theh words to the mitsubishu outlander ad… have canvassed half dozen friend as thought i was hearing things but thay all agree that all we hear is “living out the back of the car” … ummm?
To Mitsubishi Motors, I Congratulate you on a very good TV Commercial called BUILT FOR THE TIME OF YOUR LIFE, as it was put together very well and I particularly like the MUSIC and lyrics used for this commercial and also can’t forget the little guy you used in the ad as he can jive to the music very smoothly.
“The time of your life” commercials for Mitsubishi are so pathetic, suits the quality of cars they produce. The voice over guy sounds shocking, surely there are better quality voice overs out there. Same old crap Mitsubishi. You can do better than this.
Yep, spot on jman, the voice over guy on these commercials sounds pathetic, very weak & wanky English accent. Even all the themes they have, ” tongs on the seat trick” ” it’s got road trip written all over it” even the one with the dog referring to its tail wagging, then at the end going, woof. All lame, & very low grade. Very poor advertising with nothing that makes me want to buy a Mitsubishi, just bag it out.
So are we living out the back of the car.? 0r is that a weird earworm and mondegreen of that really annoying jingle.
Hi Peeneebee! We’ve been baffled by it too. Sounds a lot like “…livin’ in the back of the car”, it couldn’t possibly be some more poetic or erudite lyric like “…Livin’ for the beck and the call”…..Please somebody employ us to write lyrics for jingles…We may be desperate, but we’re worth it!
Hi,
I’m not in the industry. I stumbled upon this site.
“By demonstrating the functional and emotional benefits drivers experience everyday”
“perfect for the ambiance that is intended”
this kinda nonsense already sounds like satire. Do you guys really talk about your work like this?
Love the add. Very catchy jingle.Love the dancing boy and the little girl and dog. Never get tired of watching it !!!!
Lame, Lame, Lame. Just a really poor quality set of commercials, none of their themes have any real relevance to buying a Mitsubishi. The company who put these ads together deserve a rocket. 💩💩 💩 💩
I came here just to mention it’s bloody annoying now… rotation is so high with the same jingle constantly.. no doubt damaging the brand at this stage.
This has to be one of the most excruciating ad campaigns ever! The misfortune of having my living room continually invaded by that banal song is simply unbearable. Can’t agree more with Unimpressed. The incredibly high rotation of that awful music is downright tortuous. I would also concur that it must be damaging the brand by now. I am being put off the brand for life! I lunge for the mute button the moment I see it start, just to ensure that I don’t have to endure that god awful shite and, worse still, have it playing in my head later when I’m trying to get to sleep. This steaming pile of crap can’t come off the air soon enough.
Here are some similar reactions to it that I found on Whirpool thread about annoying ads-
1.
“Dear God that flapping Mitsubishi ad. It’s a car ad and the song has the word car in it, we get it already! FFS every ad break without fail, sometimes twice if I’m lucky.”
2.
“OK. So I said I would lose the plot.
That Damn Mitsubishi advert, “Living out the back of the carrrrr”
I hope Mitsubishi go broke and their advertising company burn to the ground and everyone involved with this campaign die a slow and painful death and their pets get herpes and their families are shunned from society and the people who wrote that song regret ever allowing it to be used as a type of Chinese water torture.
Screw you Mitsubishi. I used to like you.
Now I would rather ram pointy sticks in my ears and dig my eyeballs out with a rusty spoon than watch your adverts.”
3.
“Mentioned this earlier in this thread. Slowly going insane.. How much have Mitsubishi payed to play this so much. It’s ridiculous”
4.
“Those new Mitsubishi ads. I thought the previous “it’s a mitsy” was cringy enough. This is worse, and that song about living in cars is the icing on the cake.
Seriously Mitsubishi, you’re making me ashamed to own a mirage.”
Crap music with the most irritating bit repeated to provoke. what’s the theory? Get attention any way you can & someone will be stupid enough to buy? Ad Should be banned as noise pollution & cars should be banned as visual pollution. Cars look ugly, ad sounds ugly. Guess it fits the product. Not surprised to see the car in the background behind the dog. Dog’s much better to look at. Spend some of the ad budget on styling!
Only thing this ad does is depress me that there are families living in cars due to our totally gamed house market. All it takes is for me to fall sick for a month or two and that jingle is no longer jingle but a horrible reality. Everytime I hear it I get anxious and depressed after. Lately with it playing on Foxtel, TV, everywhere I just can’t get away and starting to get knots in my stomach.
I’m glad I’m not the only one who thinks “living out the back of a car” = homelessness. Not a great image to associate your brand with.
For the love of god, the song has been played for close to a year. Stop. Please stop. I threw my can of beer at the TV when the ad came on, the TV caught fire and burnt down my house. Now I’m living out the back of the car.
Please please please STOP!
Agree with everything “Kill me now” said – this is totally hideous …. When they failed to give themselves a nickame with “its a Mitsi ” ( which everyone knows can never be done with any success or credibility – or actually stick !) they follow it up with this trash, seriously need to have a discussion with Volvo and/or Jaguar if they want ads that will actually sell cars …….
Dumb ass ad “bogans talking”, I made my own song:
“I can hear bogans”,” sweet, sweet bogans”.
“Living out the back of their car” WTF, I thought it was hanging out the back of my car
Dude wish he would then I could ram the car.
who sings that song in the 3 second snippet at the end?
“WE’RE HANGIN’ OUT THE BACK OF THE CAR!!!”
Who the hell thought “living out the back of the car” is a good line for a car ad? Seriously?
For those wondering still about the “living out the back of the car” lyric.. 🙂
Back of the Car
RAC
Featuring Nate Henricks
Produced by RAC
Album FIFA 16 Soundtrack
or, if they allow url’s here.. go direct and have a listen..
https://genius.com/Rac-back-of-the-car-lyrics