The beat goes on for Cypress-based automaker Mitsubishi Motors North America Inc.
The company unveiled the “Punking the Test Drive” campaign this month, building off its June one with freestyle rapper Harry Mack surprising potential buyers during a test-drive.
In Mitsubishi’s latest spot, unsuspecting buyers are seen test-driving the 2019 Outlander while 11-year-old rapper Alaya, the youngest female rap artist to sign a recording deal, freestyles on car features.
Another spot shows voice-over artist Jon Bailey, the narrator behind more than 3,000 movie trailers, breaking out his booming professional voice to point out features of the 2019 Eclipse Cross to bewildered drivers.
Bailey said in a statement that he’s narrated a lot of content throughout his career, but that “narrating a test drive was definitely a first.”
Chief Marketing Officer Francine Harsini said the campaign was the brand’s natural next step after the success of its Harry Mack spots.
“Like these test drives, Mitsubishi Motors has a lot of unexpected offerings and we’re showcasing that in a creative way which will resonate with consumers looking for a new crossover vehicle,” Harsini said in a statement.
The two spots will air on national television, online and on Mitsubishi social media channels.
The Eclipse Cross and Outlander retails for about $23,600 and $24,700, respectively.
Mitsubishi has sold about 5,500 Eclipses and 30,800 Outlanders this year.
Speaking of Mitsubishi
Newport Beach-based public relations firm The Brand Amp will remain Mitsubishi’s public relations agency of record, reportedly beating out three other agencies.
It’s had the contract since 2015, when it replaced Santa Ana-based Trivalle Communications LLC.
Details on the new contract’s length and value—likely one of the largest for an Orange County-based consumer-facing firm—haven’t been disclosed.
PR Week first reported news of the deal.
Mitsubishi Director of Public Relations Jeff Holland decided to review its AOR relationship after his appointment in May. He previously worked with startup automotive brands Bollinger Motors and Electra Meccanica Vehicles Corp.
Holland said in a statement that the brand’s product lineup has changed and that he considered the pitch process “an opportunity to relaunch” its image.
Brand Amp co-founder Todd Brooks said the agency has the benefit of understanding Mitsubishi’s history but acknowledged that the review process can be difficult, as other agencies can present more compelling ideas.
The agency’s other clients include Irvine-based Vizio Inc. and Tustin-based smartphone case maker mophie Inc.
The firm is Orange County’s largest PR agency by employment with 57 employees in the 12 months ended July 31. Companywide employment is 63. It added an office each in Atlanta and San Francisco last year.
Real Women
Costa Mesa-based apparel brand Sugarhigh launched the “Above the Influence” campaign this month in order to help push the 6-month-old brand’s mantra of “enabling real girls to be the real influencers.”
The boho and streetwear-inspired women’s label features four women in the social media campaign, including: Wash. store founder Zilah Drahn; co-founder of Irvine-based design services provider and decor maker Wander and Wood Co., Alyssa Catalano; graphic designer Josie Raina; and artist Amber Ross.
Creative Director Bree Randall said the company believes in originality and wanted to highlight women who refuse “to conform to social pressure or try to fit into molds.”
“The beautiful and original women featured in the campaign embody a deep authenticity and the no B.S. mentality that Sugarhigh was founded on,” Randall said in a statement.
The label, whose fall collection debuted last week, is launching at select Active Ride Shops this month and on the retailer’s website. Clothing is priced from $15 to $80.
