Mitsubishi Motors Australia is pitching creative

By Ruby Derrick | 13 June 2024

Mitsubishi Motors Australia has pitched its creative account, AdNews can reveal.

Agencies have already been invited to tender for the contract.

The incumbent is creative agency Richards Rose, which has been working on the account since 2016. In that time, the agency has focused on Mitsubishi's SUV offering. 

The agency's first spot introduced a new tagline for the car brand, 'Built for the time of your life'.

The campaign aimed to demonstrate the functional and emotional benefits of the driving experience, through a feel good campaign celebrating the Mitsubishi SUV.

In 2023, the automobile manufacturer promoted its Outlander Plug-in Hybrid EV by enlisting Australian adventurer Russell Coight.

The integrated campaign, which was a creative collaboration between Richards Rose and Working Dog Productions, saw Coight try his best to warn people that city slickers in fancy EVs have no place in the unforgiving Australian wilderness.

In July last year GroupM agency Wavemaker retained Mitsubishi's $50m media account, after going to pitch earlier in 2023.

AdNews has contacted Mitsubishi for comment.

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