Mitsubishi Motor Sales of Canada and john st. have launched a campaign for the brand new Mitsubishi Mirage.
The spot “Commute” plays the whole music that you thought was extra-diegetic but turns out to be diegetic card while touting the subcompact cars’ features. (We don’t like being toyed with like that, Mitsubishi.) These are good selling points, especially the best-in-class 64 mpg and the $12,498 starting price. “We know that we’re giving Canadian drivers what they value in a subcompact car, great fuel efficiency at an even better price,” explains Peter Renz, Director of National Marketing at Mitsubishi Motor Sales of Canada.
The whole “you can do what you want with all the money you save” thing and the diegetic music trick are a little tired, but the spot keeps it short and simple. Plus the fuel economy and low price do a fine job selling the car on their own. You’ve got to be envious of that gas mileage. Credits after the jump.
Client: Mitsubishi Motor Sales of Canada
Agency: john st
Executive Creative Directors: Angus Tucker / Stephen Jurisic
Creative Directors: Chris Hirsch / Nellie Kim
Writer: Chris Hirsch
Art Director: Nellie Kim
Agency Producer: Dale Giffen
Account Service: Ian Brooks/Sarah Frackowiak/Ali Williams
Brand planning: Megan Towers
Director: Brian Aldrich
Production Company: Soft Citizen
Exec Producer: Eva Preger/Link York/Andrea Hubert
Head of Production: Rob Burns
Line Producer: Erik Wilson
Director of Photography: Chris Mably
Editorial (Editor, Editorial company): Ross Birchall of Bijou Editorial
Audio House: Vapor Music
French Adaptation: Headspace