Mitsubishi Identifies Your Most Pretentious Facebook Friends, and Runs Them Over

App smashes profile pics

Headshot of Tim Nudd

Here's an app for anyone who's daydreamed about mowing down annoying Facebook friends with large, fast-moving vehicles. "Mitsubishi Unpretentious" analyzes content from your friends' Facebook pages to determine your most pretentious friend—and then runs him or her over with a speeding 2013 Outlander Sport. Even though it was just his photo, it was shocking to see a vaguely remembered high-school friend get blown to smithereens in the middle of a desert. (It was also weird that the app thought a note about his daughter's water-polo game was pretentious, when it was actually sort of sweet.) Still, while the algorithm is not infallible, it's also not always wrong. After destroying Tony, it offered me five more friends I might want to run over—and one of them, I have to say, was spot on. William Gelner, executive creative director at 180LA, explains the campaign's impetus: "For many, social media has become a way to brag or show off. From posting images of expensive meals or wine they've had to exotic vacations they're on, this is an epidemic, and it's running rampant. This is weird, considering the economic climate we're in. Mitsubishi, a car with great design but at a more down-to-earth price, felt compelled to make a statement in-line with their brand ethos." And waste some people in the process. Check out the TV spot from the campaign, and credits for the Facebook app, after the jump.


Client: Mitsubishi

Campaign: Unpretentious Facebook Application

Agency: 180LA

Executive Creative Director: William Gelner

Creative Directors: Grant Holland and Gavin Milner

Copywriter: Kevin Steele

Art Director: Beth Fujiura

Head of Production/Managing Partner: Peter Cline

Senior Broadcast Producer: David Emery

Senior Interactive Producer: Christopher Neff

Account Director: Sandy Song

Account Manager: Cassie Jackson


Live Action/Digital Production Co.: TOOL of North America

Director: Erich Joiner

DP: Mark Plummer

Executive Producers: Brian Latt, Dustin Callif, Oliver Fuselier

Line Producer: Kelly Christensen

Digital Producer/Creative: Sasha Koehn

ACD/Art Director – Renato Braga

Shoot Location: Ridgecrest, CA

Shoot Date: 8/1 & 8/2/2012

Visual Effects: Brickyard VFX, Santa Monica

Lead VFX Artist and On Set VFX Supervisor: Mandy Sorenson

Editor: Lance Pereira

Assistant Editor: Jeff Hayford

VFX Artist: Chris Sonia

VFX Artist: Evan Paras

VFX Artist: Narbeh Mardirossian

VFX Artist: Mike Ek

VFX Artist: Ashleigh Anderson

VFX Artist: Rohini Montenegro

VFX Artist: Johnathon Cormier

VFX Artist: Jason Bidwell

CG Artist: Kim Guedin

CG Artist: David Blumenfeld

Executive Producer: Jeff Blodgett

Producer: Linda Jackson

Recording Mix

Recording Studio: Eleven Sound

Date: 8/21/12

Final Mix: Eleven Sound

Mixer: Scott Burns

Asst Mixer: AJ Murillo

Executive Producer: DJ Fox


Music Co: Mophonics

Creative Director: Steph Altman

Executive Producer: Michael Frick

Producer: Josh Marcy

Client Credits

EVP, EV OP, Sales Strategy & Corporate Planning: Masatoshi Hasegawa

Director, Advertising: Francine Harsini

Budget Manager: Kathy Seshiki

Sr. Procurement Specialist: Emi Clark

Manager, Interactive Marketing: Emily Yamamoto

@nudd Tim Nudd is a former creative editor of Adweek.