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Japanese women bang on taiko drums for the fiery introduction of the redesigned Eclipse. A subtitled commercial features an animated origami dragon bowing to the new Endeavor. Although Mitsubishi is the fourth-largest auto manufacturer in Japan, the company only began emphasizing its heritage in American ads a year ago.
In fact, Mitsubishi and its former agency Deutsch in Los Angeles, which had the account for seven years, had made its appeal to young-at-heart car buyers with a catchy music-driven campaign featuring young urbanites enjoying music while driving.
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