Mitsubishi Motors goes on an off-road adventure in new Pajero Sport campaign via Richards Rose

IMG_1784 (1).jpgMitsubishi Motors Australia shows how invigorating an off-road adventure is in its latest Pajero Sport campaign via independent agency Richards Rose.

Since launching its 'Built for the time of your life' platform in September 2016, Mitsubishi has seen a positive shift in consideration as well as achieving significant sales growth across their SUV range. The latest installment of the campaign builds on Mitsubishi's proven 4WD credentials.

Directed by Jonathan Nyquist of McFly, we travel with three middle-aged mates who rediscover the youthful feeling that comes from putting the new Pajero Sport through its paces.

VIEW THE SPOT
Says Adam Rose, executive creative director and founder, Richards Rose: "We all love a good road trip but there's nothing quite like the exhilaration that comes from getting off-road in a truly capable vehicle like the Pajero Sport. The mix of adventure, adrenalin and a little trepidation makes you feel alive."  

Says Darrell Jacobs, head of marketing communications at Mitsubishi Motors Australia: "The Pajero brand is iconic and Pajero Sport continues that tradition".  

The campaign is made up of TV, digital & dealership collateral.

Client: Mitsubishi Motors Australia
Head of Marketing Communications: Darrell Jacobs
Marketing Communications Manager: Daniela Querzoli
Agency: Richards Rose
Executive Creative Director: Adam Rose
Creative Director: Chris Johnson
Head of TV and Content: Tanya Hairman
TV Producer: Amber Francis
Group Account Director: David Hallett
Account Director: Vince Prochilo
Production Company: McFly
Director: Jonathan Nyquist
Producer: Honae MacNeil
DOP: Matt Toll
Editor: Toby Denneen
Post Production: Blockhead, Sydney
VFX Supervisor: Stefan Coory
Producer: Greg Fyson
Sound: Rumble Studios
Composer: Johnny Green

23 Comments

haha said:

Oh shit, they forgot to pack an idea.

Mitsi Dealership said:

You clowns have got it so wrong with this spot.
Mitsi Sport buyers are family buyers with Dad occasionally taking the boat out on the weekend with his mates or kids and mum dropping kids off to school...it's a 50k+ investment.
The tools in this spot are Triton duel cab or Hylux duel cab buyers.
And yes, you forgot to pack in an idea, shame as they are good car.

Blame the client. said:

I know these creatives. They know this isn't an idea. Darrell and Daniel should both be fired for insisting on this shit. Bet he came up with Its a Mitsy.

Ads! said:

What a great ad! Wooooooooo!! Ads ads ads!!

LA Producer said:

Lazy, sexist creative, lazy production values, sloppy job all round. Didn't cock rock go out of style in the 90's? Eeeeeeeew

Unmemorable said:

This will involve a huge investment for a minimal shift in sales, meaning you'll get fired eventually.

Wouldn't you rather be fired for doing a great job than for doing a shit one?

Turd polishing said:

it is shit, but it's well shot. Nice work Mr Nyquist

Brent said:

Speechless.

This is just so dire. No idea. Targetted wrong. Just a complete disaster.

And what's the brand's position now? "The time of your life" "Its a Mitsy" or "Love that car"??

all the way said:

Wow they drove to New Zealand only to camp on some windswept rock strewn ridge. Amazing. Not one to join the trolls, but this is rubbish.

It does have an idea said:

I'll admit, I didn't see it at first. But part way through their journey they become young again. Until they get out and they go back to being not young.

farout said:

It does have an idea, but it has been cleverly hidden.
blimey!

Deja view said:

@ unmemorable. I've known many a good creative who has worked on the Mitsubishi account . If only it was that easy. You either do this sort of shit or get fired. They are a marketing department that puts so many parameters and mandatories in the brief that creativity is next to impossible - show car throughout ad, show car over rocks and dirt roads to show 'what it can do', show car going around a tight corner to show its turning circle, don't have talent talking (or indeed much of an idea) as it distracts from the car, finish on mountain top/ridge so there's a big view/vista on which to have the end supers. It's formula driven drivel, but I don't blame the agency. They know.

the burnside tree said:

I quite like the commercial, well shot and highlights the strong off road capabilities of the Pajero Sport. Great to see them building on the creative foundation that was established last year around built for the time of your life. Judging by the sales data Mitsubishi are doing something right.

Phil said:

This is the exact same ad they've been making again and again for decades. Time for a change. Not the agency's fault, all driven by the client. They are also the ones who like this sort of dated music track. Don't love that car or this work.

Good Job said:

To all involved in writing, producing and marketing this job, I feel the need to write. Ignore the bitter little trolls out there. Their expert commentary shows the rest of us that they are poisonous hacks with long lasting grudges.

Having driven a 4WD for many years this captures the feeling of getting off road better than most. There's is a true insight, simple idea, well cast and shot - christ you even managed to make a visually-challenged 4WD look respectable! Good job.

Confused said:

Why bother putting this on campaign brief? You know it's going to be shredded. It's just a couple of nice shots from the very talented Nyquist.

Good Job said:

To all involved in writing, producing and marketing this job, I feel the need to write. Ignore the bitter little trolls out there. Their expert commentary shows the rest of us that they are poisonous hacks with long lasting grudges.

Having driven a 4WD for many years this captures the feeling of getting off road better than most. There's is a true insight, simple idea, well cast and shot - christ you even managed to make a visually-challenged 4WD look respectable! Good job.

The Contrarian said:

Generic 4WD ad. Nothing uniquely Mitsubishi.

Perhaps they think by growing the market, a few sales will fall Mitsubishi's way.

Footy analogy: Kick and hope.

Tim said:

'Good Job' - you must work for Mitsi. Only someone that blind would make those comments.

Watch Whiplash (the movie) said:

And you'd never use the phrase "Good Job" again.
It's delivered as part of a withering assessment of what's gone wrong with the world.
We're soft.
We don't think or really ever try that hard any more. How many creatives stare out the window, or at a blank page for a very LONG time before resorting to Google?
The time you're willing to spend thinking and dreaming is directly related to the quality of the result.
There have always been difficult, mandatory driven clients. But try hard enough and there is always a way to make something decent.
Of course, that becomes harder when the agency is yours, and the rent/power/staff have to be paid.
Even so, you've got a better new business driver when you can point to sales and successes within your existing client roster.

There's no room for subtlety in advertising said:

Well done to those two commenters above for drawing my/our attention to the advertising idea hidden neatly inside the cabin; the guys go back to their younger selves.

Not that anyone except the sharpest observer prepared to record the commercial and replay those scenes in slow-mo would notice.

Perhaps there's a 60 second version that brings the 'idea' to life.

But even then it offers nothing that comes out of the product itself.

Client: See the VW Amarok spot as a lesson in how to do it.

David Copperfield said:

Wow, seems we have some very slow peeps out there.

Saw this the other night and got it first time – hardly cryptic.

Nicely done Jono.

I hate this advert said:

I didn't even notice that the people change in the car until someone else had pointed it out after watching. Doubt it will do anything to lift sales.

It's a boring car ad, with a dated track, with a wide super at the end. A typical Mitsubishi Motors Darrell Jacobs standard issue advert.

I bet everyone back in the office highfived themselves for a great creative advert.

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