Deutsch Rocks Again With Mitsubishi

Mitsubishi Motors breaks its new TV campaign today with a return to its tried-and-true strategy of tying cutting edge music to its brand.

The campaign for the 2004 Mitsubishi Endeavor SUV was created by Deutsch LA and features the song "Horn Dog," by Scandinavian music group Overseer. According to the agency, the spots will be energetic and upbeat to parallel the new crossover SUV's edgy and aggressive styling. Featuring the theme "Remember When Driving an SUV Actually Made You Look Different?" two 15-second teaser TV commercials called "Remember" and "Stealth" began today, while two additional 30-second commercials entitled "First Floor" and "Second Floor" break on March 27.

"Mitsubishi customers are looking for a vehicle with expressive, standout styling and spirited performance," said MMNA Sales Division President and COO Greg O'Neill. "We have created a message that aligns perfectly with Endeavor's aggressive attitude and presence while inviting consumers to join a unique brand identity."

The campaign is being touted as Mitsubishi's largest ever. It will include a print campaign that begins running in national newspapers and magazines. A statement from Deutsch said: "Given extraordinary current events and the uncertain media landscape, the company will closely monitor its media strategy as the marketing campaign unfolds."

Music has been a key element for Mitsubishi's ad campaigns with Deutsch. Some examples of other music featured in recent Mitsubishi campaigns include:

  • Wise Guys' "Start the Commotion" for Mitsubishi 2001 and 2002 Eclipse;
  • Dirty Vegas' "Days Go By" for Mitsubishi 2003 Eclipse; Telepopmusik's "Breathe" for Mitsubishi 2003 Outlander.