The nation’s most loved adventurer.
Mitsubishi Motors, to demonstrate its Outlander Plug-in Hybrid EV is perfectly suited for Australia, has enlisted the help of adventurer Russell Coight.
An integrated campaign, which is a creative collaboration between Richards Rose and Working Dog Productions, sees Coight try his best to warn people that city slickers in fancy EVs have no place in the unforgiving Australian wilderness.
Whether tackling desert dunes, mountain tracks or rocky rivers, he’s adamant that only experts in highly equipped, old-school 4x4s are capable of taking on this big brown land.
Despite Coight’s best efforts, it doesn’t take long for things to go comically wrong for the bushman - and for everyone to discover that the Outlander Plug-in Hybrid EV is in fact Australia Ready.
Along the campaign journey which includes TV, video, OOH, social, website and dealership, Coight starts to come around to the impressive range, off-road capability, and quietness of the Mitsubishi EV - even if it is by accident.
Sam Wight, general manager, marketing & corporate affairs at Mitsubishi Motors Australia, said the company is proud of this campaign and its product, the Outlander Plug-in Hybrid EV, is awarding-winning for good reason.
"This industry first collaboration with Russell Coight allowed us to entertainingly dispel common concerns about range anxiety which is precisely why we say it’s Australia Ready," said Wight.
Adam Rose, executive creative director at Richards Rose, said the agency tip its Akubras to the team at Mitsubishi Motors for allowing it to take the EV out of the city and on this all-Australian adventure.
"We had a ball and learnt a lot from Russell along way… much of which would be unhelpful to repeat," he said.
"So instead, I’d like to thank Justin McMillan, Clockwork Films and all our talented production partners for their part in bringing this fun idea to life.”
The national campaign launches August 6 with several new versions rolling out over the coming months.
View the Mitsubishi Outlander PHEV - Australia Ready 'Snake' commercial here.
View the Mitsubishi Outlander PHEV - Australia Ready 'Launch Roadhouse' commercial here.
Credits:
Client: Mitsubishi Motors Australia
Chief Executive Officer: Shaun Westcott
Co-Chief Operating Officer: Rob Nazzari
General Manager, Marketing & Corporate Affairs: Sam Wight
Senior Manager - Marketing & Communications: Karen Bradley
Group Marketing Manager - Marketing & Corporate Affairs: Amy Hooper
Agency: Richards Rose
Executive Creative Director: Adam Rose
Senior Copywiter: Dom McCormack
Senior Art Director: Liam Hillier
Head of Production: Tanya Hairman
Head of Account Management: Kristen Sandberg
Senior Account Manager: Mahoko Waga
Creative Technologist: Adrian Hoess
Studio Manager: Alistair Donald
Production Company: Working Dog
Writer/Director: Tom Gleisner
Writer/DOP: Santo Cilauro
Executive Producers: Michael Hirsh & Deb Herman
Series Producer: Susannah Mott
Production Company: Clockwork Films
Director: Justin McMillian
Producer: Alan Robinson
DOP: Earle Dresner
1st AD: Jonas McLellan
Editor: Simon Njoo
Post-Production: White Chocolate
Music: Massive Music
Sound Designer: Simon Kane
Photographer: Nicholas Wilson
Media: Wavemaker Adelaide
