Mitsubishi: ‘2Fast, 2Furious’

LOS ANGELES Mitsubishi Motors North America is preparing to launch a campaign from Deutsch/LA based on the upcoming Universal Pictures film, 2Fast, 2Furious, the sequel to the 2001 hit The Fast and the Furious.

One 30-second spot, which was created by Interpublic Group’s Deutsch/LA in Marina del Rey, Calif., opens in a Mitsubishi dealership and features two men who resemble 2Fast, 2Furious actors Paul Walker and Tyrese. Film clips follow, showing Walker and Tyrese in a Mitsubishi Eclipse Spyder Convertible and the 2003 Lancer OZ Rally edition. The action closes back at the dealership, where it becomes clear that the two customers are fantasizing about being in the film.

The spot is set to break May 19 on national network and cable stations, and will run for two weeks. The film is scheduled for release on June 6.

Mitsubishi is the automotive sponsor of 2Fast, 2Furious. The automaker said it donated 12 vehicles for the film.

“Our brand matches very nicely with The Fast and the Furious brand,” said Greg Stahl, director of advertising for the client in Cypress, Calif. “We’re multi-cultural and very youthful. Another thing we have in common [with the film] is automobiles and a passion for automobiles.”

Spending on the campaign was undisclosed. Mitsubishi spent more than $280 million on ads last year, according to TNS/CMR.

In addition to the TV spot, co-branded promotions include the re-release of The Fast and the Furious DVD, which includes a 20-minute custom module about the creation of Mitsubishi cars driven in the film. Mitsubishi has also paid for the inclusion of a $10 movie ticket for the new film, Stahl said.