One of the most popular plug-in hybrids in the world is now making a triumphal return. The company announced plans linking the unmistakably bold 2022 Mitsubishi Outlander with the immediately recognizable strains of AC/DC’s iconic and edgy “Thunderstruck.”
Mitsubishi Motors’ new “Thunderstruck” campaign was created by Unite Digital in collaboration with The Sussman Agency in Detroit, the same agency that created the “Take Me Out” campaign for the Mitsubishi Eclipse Cross earlier this year, featuring the song by the same name from Franz Ferdinand. The agency worked in close collaboration with MMNA and its National Advisory Board dealer partners, ensuring a cohesive and memorable set of creative deliverables that differentiates the brand for a national audience, while providing an aligned and targeted platform for locally customized executions.
Key to the success of the campaign is a Mitsubishi Motors first-in-the-industry process, also developed in partnership with Unite Digital, whereby each of the company’s approximately 330 dealer partners have the ability to directly personalize and customize the national advertisement for their local use. By combining the production of so-called Tier 1 and Tier 3 advertisements together, MMNA is able to ensure consistent quality and production value, while its dealer partners are able to share information and offers with their local and regional customers. This has never been done before in the auto industry, and allows unprecedented value for dealers and a consistent creative through-line across all levels of advertising.
Directed by creative veteran Susan Stallings, the high-energy spot is characterized by synchronized sound and lighting, taking inspiration from the response the Outlander consistently evokes when people experience it in person.
The all-new Outlander, which launched to rave reviews from media and consumers, was recently named a Top Safety Pick+ by the Insurance Institute for Highway Safety (IIHS) and offers an impressive array of standard and available advanced driver assistance systems to increase driver convenience, confidence and safety. The vehicle also was just announced as a winner of the Wards 10 Best Interiors award, calling out the quality and style that sets Outlander apart. All models offer standard three rows of seating – the only vehicle in the segment to do so – and the vehicle is available with the company’s unique motorsport-developed Super All-Wheel Control all-wheel-drive system.