Last September, Mitsubishi named Butler, Shine, Stern & Partners as its new creative agency of record, following a review which did not include longtime incumbent 180LA.
Now BSSP has launched its first campaign for the brand, promoting the 2018 Eclipse Cross with “A Classic Reborn.”
The campaign is centered around a “Duo” spot featuring violinist Damien Escobar and pianist William Joseph performing acover of Twisted Sister‘s “I Wanna Rock” in a parking garage. Their performance is interspersed with footage of the 2018 Eclipse Cross in action, leading into the new “A Classic Reborn” tagline.
The instrumental covers of a classic rock radio staple is nothing new for automotive advertising, as advertisers can’t seem to resist the comparison of the precision necessary for a good musical performance to that required out of a vehicle. “A Classic Reborn” does gain some authenticity from the pedigrees of the musicians involved in the performance, however, and the spot manages to showcase the vehicle’s features more convincingly than most.
“You get a lot of bang for your buck with the Eclipse Cross – distinctive styling, it’s fun-to-drive, and has a ridiculous amount of technology,” BSSP chief creative officer John Butler said in a statement. “The product speaks for itself, we didn’t feel we needed to create a false reality around it.”
“The juxtaposition of classical instruments playing a contemporary song adds emotion and intrigue to the cinematic footage of the Eclipse Cross,” added Mitsubishi Motors North America chief marketing officer Francine Harsini. “Eclipse Cross is not your typical crossover; it is defiant and clever and offers savvy show-and-tellers a vehicle that’s loaded with style and features at a great price that demands to be seen much like this campaign.”
Credits:
Client: Mitsubishi Motors North America
Agency: Butler, Shine, Stern & Partners
Production Company: Sibling Rivalry
Music: Shindig Music
Editorial Company: Cleaver Editorial
Visual Effects: JAMM
Color: The Mill NY
Mix: One Union