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LOS ANGELES Mitsubishi Motors North America launched the Eclipse sports car this week, ahead of its scheduled June 13 break, with a campaign that includes a spot from its new agency, Omnicom Group’s BBDO in New York, according the company.
Adopting the “Japanese Cool” pop-culture attitude demonstrated in the current campaign for the Infiniti brand by Omnicom sibling shop TBWA\Chiat\Day, Playa del Rey, Calif., the spot shows the Eclipse on a darkened stage where red-costumed Asian women beat “Kodo” tribal drums as fire leaps in the foreground, reflecting on the car’s red exterior.
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