Cypress-based Mitsubishi Motors North America Inc. launched a set of TV commercials promoting its restyled 2016 Outlander SUV.
The 15-second ads use humor to quickly get to the point, which is relayed by various spokespeople: a plastic surgeon who “wouldn’t change a thing” on the vehicle’s redesigned front “fascia;” a whispering ninja who relishes in 30 features that make the SUV’s cabin more quiet; and an Eskimo fisherman who’s a fan of the Outlander’s “de-icer” windshield wipers.
“The goal of the ‘My16 Outlander’ launch campaign was, of course, to stand out in the cluttered world of advertising with a message that will clearly position the new Outlander as a strong competitor in the segment,” said Mitsubishi Motors’ director of marketing, Francine Harsini. “This flagship product has been meticulously upgraded with over 100 intricate refinements that all add up to a greatly improved driving experience. So the best way to convey that was to have a little fun with the traditional idea of automotive spokespeople. … [The campaign’s short TV spots] also make the best use of our media because we buy broadcast in different formats, as well as carry a large digital presence. We knew we could tell the story of all the various improvements through individual bites of feature-based messages.”
Mitsubishi’s advertising agency of record, 180LA, created the ads.
The new marketing push comes as the automaker announced plans to end production in the U.S. and sell its factory in Normal, Ill. It currently produces the Outlander Sport compact crossover utility vehicle there.
It also said “the North American market remains a priority for Mitsubishi Motors. We will continue to sell Mitsubishi cars, including current and planned models, at Mitsubishi dealerships across the United States.”
Vissla Retake
Men’s apparel line Vissla, in partnership with the San Clemente-based Surfrider Foundation, is challenging consumers to “take something that might be considered waste and create something that can be used in the ocean.”
The “upcycle” projects must be documented and shared on Instagram by Sept. 12 using the hashtag #CreatorsContest.
Vissla is produced under Paul Naude’s Stokehouse Unlimited LLC in Aliso Viejo, along with its sister brands D’Blanc and Amuse Society.
Star Power
Robert Redford will narrate the newest IMAX flick by Laguna Beach-based MacGillivray Freeman Films.
“National Parks Adventure,” scheduled for release on Feb. 12, showcases the “awe-inspiring great outdoors and untamed wilderness” of 30 national parks, including Yellowstone, the Everglades, the Redwoods and Arches.
Redford’s “passion for the outdoors and environmental interests as well as his distinctive voice and charisma, makes him the ideal storyteller for our film,” said director Greg MacGillivray. “There are 408 national parks in our country that many families have not been able to explore. Our hope is that ‘National Parks Adventure’ will encourage our audiences to discover the beauty and sanctuary of these American treasures.”
Brand USA in Washington, D.C., a marketing organization that aims to “increase awareness and enhance the image of the United States among worldwide travelers,” will use the movie as the centerpiece of its “Great Outdoors” global marketing campaign.
The film’s main sponsor is Bellevue, Wa.-based Expedia Inc., whose “multi-million dollar” marketing support will bring “National Parks Adventure” to domestic and international audiences.
Bits & Pieces
American Vanguard Corp. in Newport Beach said Glen Johnson, senior vice president and director of business development for its principal operating subsidiary, AMVAC, is leaving the company to take on the role of chief executive and president at another company. … Bluetone Marketing & Public Relations in Ladera Ranch added several clients to its roster: Emotional Brain Training and Oasis Holistic Health in the Bay Area, and Wyland Foundation and Wyland Worldwide LLC in Irvine.
