180LA Helps Mitsubishi Break Five World Records in 24 Hours

By Michael Musco 

Drawing inspiration from the world’s first online test drive, in which the Mitsubishi Outlander Sport was awarded its first Guinness World Record for the longest distance driven by a vehicle operated online, 180LA took the automaker’s Outlander and Outlander Sport to Alberta Canada’s Ghost Lake to showcase the tech wares of said vehicles and break as many world records possible within 24 hours.

Driven by stuntman Garvin Cross, the SUV and CUV broke five world records: Greatest distance driven by a vehicle in reverse on snow in 30 seconds, shortest braking distance by a vehicle on ice, most vehicle figure eights on ice in two minutes, fastest vehicle slalom relay on ice and fastest driven square lap, which all in all dubbed Mitsubishi the most awarded family of all-wheel drive vehicles in its class, so the automaker claims.


Digital marketing includes homepage takeovers, online banners as well as a strong social media push all leading consumers to their website to find out more.

Check out the “See How We Did It” video and full credits after the jump.

Spot: World Records
Agency:  180 Los Angeles
Client:  Mitsubishi

Agency: 180LA
Executive Creative Director:  William Gelner
Creative Directors:  Gavin Milner, Grant Holland
Copywriter: Ben Bliss
Art Director: Rob McQueen
Executive Producer/Managing Partner:  Peter Cline
Producer:  Dave Stephenson
Group Account Director:  Amy Call
Account Director: Sandy Song
Account Manager:  Rainy Kumar
Planner:  Patrick Early

Production Co.:  Boxer Films
Director/DP:  Jordan Valenti
Executive Producer: John Clark
Executive Producer: Beth George
Head of Production: John Quinn
Production Designer: Greg Loewen
Stylist: Christine Thomson
Casting Director: Rhonda Fisekci
Shoot Location: Calgary, AB Canada
Shoot Date: 1/15/11

Editorial Company: Beast
Editor: Igor Kovalik
Assistant Editor: Seema Naik
Executive Producer: Valerie Petrusson
Producer: Joanna Hall

Completion/Special Effects
Colorist: Stefan Sonnenfeld
Transfer Facility: CO3
Online/VFX:  Method
Flame Artist: Pete Mayor
Executive Producer: Robert Owens
Producer:  Ananda Reavis

Recording / Mix
Recording Studio:  Eleven Sound
Date: 2/3/11
Mixer:  Jeff Payne
Asst Mixer:  Ben Freer
Executive Producer: DJ Fox-Engstrom

Music Co:  Extreme Music
Composer:  Nick Phoenix

Client Credits
VP, Marketing + Product: Greg Adams
Director, Advertising: Francine Harsini
Manager, Retail Marketing: Matt Mendez
Budget Manager: Kathy Seshiki