The Mitsubishi advertising campaign breaking across Europe in mid-May not only launches the Outlander, but it's the Japanese carmaker's first advertising from a new breed of advertising agency.
For a decade, many carmakers have moved away from just working with advertising agencies on a country-by-country basis to assigning lead European agency status to the big multinational advertising networks agencies with offices in every major city.
But to launch the Outlander, Mitsubishi hired as its lead European agency StrawberryFrog, a four-year-old outfit specializing in multinational campaigns created by a multicultural team house under one roof in Amsterdam. The agency is not part of a multinational and has 55 staff from more than 22 countries.
"Our structure is ideal to deliver high-quality advertising quickly and in a cost-efficient manner,'" said agency co-founder Scott Goodson.
Daniel Nacass, Mitsubishi Europe's head of communications, said: "We found a big difference between Strawberry Frog and the big boys."
The Outlander advertisements don't show an SUV tearing across Africa. The ads portray the new Mitsubishi as a stylish, adventurous, urban driving machine.
Goodson said: "A large percentage of SUV buyers do not drive them in the wilderness. We look at the advertising out there and everybody is trying to out-Land Rover Land Rover."