Deutsch Looks Inside Out on Mitsubishi SUV

NEW YORK Mitsubishi Motors of North America on Monday broke a four-spot television campaign from Deutsch to launch its 2004 Endeavor SUV.

The campaign consists of two 15-second teaser spots breaking today and two 30-second commercials bowing on Thursday. Ads show the car from inside a building, through windows as it drives down a city block. Though the vehicle is visible at all times, viewers catch a glimpse of apartment and shop interiors as though they are looking through them, and at times in-wall wiring is visible. Onscreen copy in one spot states, “Stealth it’s not.” Another super reads, “Remember when driving an SUV actually made you look different.”

All four spots are set to the song “Horn Dog” by the group Overseer. An indie rock tune with a pulsating rhythm, the song is in keeping with previous Deutsch spots for other Mitsubishi vehicles. Dirty Vegas’ “Days Go By” became popular after being featured in ads for Mitsubishi’s 2003 Eclipse, as did the Wise Guys’ “Start the Commotion,” which ran in ads for the Mitsubishi 2001 and 2002 Eclipse.

Ads end with the copy: “Are you in?”

Spending was undisclosed but estimated at $60 million. Mitsubishi spent about $280 million in measured media on car ads in 2002, according to CMR.

Deutsch managing partner Eric Hirshberg was executive creative director on the campaign. Vinny Picardi was vp, associate creative director and art director, and Steve Skibba was vp, acd. Ida Gamban was copywriter. Joe Bergman served as art director. Jason Smith of Bob Industries in Venice, Calif., directed the spots. The series was edited at Crew Cuts in Santa Monica, Calif.