In a nod to its tagline, "the best backed cars in the world," Mitsubishi, today, launched a new national advertising campaign featuring images of hundreds of Mitsubishi technicians dressed in red coveralls. In one spot, "Anthem," which features the song :Draggin' The Line" by Tommy and the Shondells, technicians line the sides of the roads in a "wall of red" while a Mitsubishi drives along. As the Mitsubishi pulls to a stop, one technician steps out of the line to tighten the tire valve cap, smiles at his colleagues for a job well done, then steps back into line.
In "Road Trip," the campaign's second spot slated to break in November, a technician is casually performing a regular vehicle maintenance service under a Mitsubishi vehicle in motion. He then nonchalantly rolls out from underneath the moving vehicle, pops up the creeper like a skateboard, and walks away with confidence that his task was completed.
Deutsch LA created the campaign which will air on TNT, BET, History Channel, USA, Food Network, MSNBC and broadcast networks.