The multinational car manufacturer from Tokyo, in partnership with Golley Slater agency, introduced an incredible video, starring Mitsubishi’s Outlander PHEV as main figure and a group of mythical creatures as secondary characters. Following the tag-line “Where some follow, others lead”, the video describes the ‘revolutionary plug-in hybrid’ SUV as being the leader of a mythological world composed of well-known hybrid beings: a mermaid, a centaur, Pegasus, Medusa and a minotaur.
As hybrid cars are becoming increasingly popular, the creative director at Golley Slater, Dave Abbott, said: “In a rapidly growing segment, the one thing other Plug-in hybrids aren’t able to say is they are a leader, so this was the basis of our idea.” Also, with their collaboration with Mitsubishi Motors stretching over 17 years, the creative director adds that this was the “most exciting advertising campaign [they] have ever produced.”
Since the vehicle’s launch in 2014, over 26,500 units have been sold and the Outlander PHEV has reached the status of the best-selling plug-in hybrid car in the UK. Mitsubishi also succeeded to impress with their Night Drive campaign for the 2017 Mirage G4 — by launching an interactive website that highlights the car’s unique features using the site and a mobile phone.
Although the spot by the Cardiff-based agency, that believes “the most creative, effective campaigns come from original thinking,” looks like a trailer for a horror movie, there is a unique beauty characterizing the ad. The video tells the story using an uncommon combination: an ideal dose of weirdness — described by the iconic mythological creatures, a drop of luxury, comfort and high-tech aspects associated with the car — and an ideal music hit by SNK studios who present an impressive soundtrack that perfectly fits the commercial.
As Joel Beckerman of Man Made Music said in an interview for Branding Mag: “[…] sound helps people feel the brand, everywhere,” so it’s no secret that a lot of products can be recognized only by hearing the music. With this in mind, SNK studios have achieved to integrate sound into auto experience so well, that they managed to express through a video how it would feel like to drive an imposing Land Rover, an elegant Maseratti or a powerful BMW X6. The latter car manufacturer used the same strategy in other ads as well: BMW Vision Self Driving Car or BMW Gina Light Visionary Model, which both describe concept cars of the future featuring quite an impressive music soundtrack.
Similar kind of sound concept was used by Mercedes as well for its “Amazed again” commercial, which presented the new C-Class Cabriolet and invited people to enjoy themselves with a moment of peace. Also, a commercial’s soundtrack can be presented as a storytelling ad, like Volvo did when it introduced its S90 luxury sedan to a recited Walt Whitman’s poem Song of the Open Road.
Credits:
Client: Mitsubishi Motors in the UK
Agency: Golley Slater, Cardiff
Creative directors: Dave Abbott, Paul Williams
Production company: Moxie Pictures
Director: Bugsy Steel
Producer: Doochy Moult
Music composition: John Matthias @ Major Tom
Sound design: SNK studio