Creative agency Richards Rose has produced its first work for Mitsubishi after winning the account in 2015.
The campaign aims to demonstrate the functional and emotional benefits of the driving experience, through a “feel good” campaign celebrating the Mitsubishi SUV.
The spot introduces a new tagline for the car brand, Built for the time of your life.
It shows how the various different Mitsubishi models can handle all type if experiences – from camping with your kids, to driving around the city with friends.
Mitsubishi head of marketing communications Darrell Jacobs says: “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”.
Richards Rose founding partner Adam Rose says the new tagline celebrates the positive feeling more than a million Mitsubishi owners experience every week.
The new brand idea launches across all mainstream channels as well as narrow cast media.
Richards Rose split out from AJF Partnerships last year. The decision to create a separate agency followed the Sydney agency winning the Mitsubishi account, which was in conflict with the Melbourne team’s Holden account.
