‘It’s a long way to the shop’: Mitsubishi launches new Outlander campaign via Richards Rose

Mitsubishi Motors is turning up the volume for its 45th year in Australia with a rocking campaign created by Richards Rose for the new Outlander. Ahead of their upcoming national tour, AC/DC headline the spots with their iconic anthem, ‘It’s a Long Way to the Top (If You Wanna Rock ’n’ Roll)’.

Consistently recognised as one of Australia’s most loved rock songs, it’s not only a cracking road trip track, but also one with a humorous cultural connection. For more than 45 years Aussies have been affectionately changing the lyrics to sing “it’s a long way to the shop (if you wanna sausage roll).” And it’s that long-running in-joke that sets the stage for this classic Aussie tale from Richards Rose.

Crafted by Scoundrel director Ariel Martin, the launch spot sees a family’s best laid plans ruined by their dog. Despite being in the middle of nowhere, Dad announces that they’re “going to the shop.”As the iconic track kicks in, an epic, cross-country pilgrimage ensues, during which we see that their new Outlander is ‘a bit rock ‘n’ roll.’ With premium tech like Yamaha sound and leather massage seats, it’s a PHEV that’s made for going a long way.

However, when the family arrive at ‘the shop’, they discover they’re not the only ones craving a sausage roll…

Says Rob Nazzari, Chief Operating officer at Mitsubishi Motors Australia: “The new Outlander is an impressive piece of kit. Together with this humorous Aussie family adventure, it will create a halo effect for the Masterbrand. And with just the right amount of nostalgia, it’s a very fitting way to celebrate Mitsubishi Motors 45 years in Australia.”

Says Adam Rose, Chief Creative Officer at Richards Rose: “’Long way to the Shop’ was one of those ‘imagine if…’ ideas that we couldn’t stop thinking about. Thankfully the stars aligned, and receiving the final nod from Angus Young was a genuine ‘pinch me’ moment. Huge thanks and congrats to Mitsubishi Motors for again investing in a big idea, and of course to Ariel Martin and the Scoundrel team for bringing this fun, Aussie classic to life. We’re incredibly proud.”

Says Martin: “It was a thrill to have the opportunity to shoot the Outlander against such a dramatic Australian landscape, and to the tune of such an iconic Aussie track.”

Client: Mitsubishi Motors Australia
Chief Executive Officer: Shaun Westcott
Chief Operating Officer: Rob Nazzari
General Manager, Marketing & Corporate Affairs: Sam Wight
Group Marketing Manager – Marketing & Corporate Affairs: Amy Hooper
Marketing Manager – Brand Marketing & Corporate Affairs: Julia Turner

Agency: Richards Rose
Chief Creative Officer: Adam Rose
Executive Creative Director: Alex Stainton
Art Director: David Jones-Hawke
Head of Production: Tanya Hairman
Chief Executive Officer: Digby Richards
Head of Strategy: Joseph Smeaton
Head of Account Management: Kristen Sandberg
Senior Account Manager: Mahoko Waga
Studio Manager: Alistair Donald

Production Company: Scoundrel
Director: Ariel Martin
Executive Producer: Kate Gooden
Producer: Alex Tizzard
DOP: Sam Chiplin
1st AD: Adam Wareham
Editor: Phoebe Taylor
Post-Production: ARC
Music Supervision: Michael Szumowski, Big Sync Music
Sound Design: Simon Kane, MassiveMusic
Photographer: Janyon Boshoff
Media: Wavemaker Adelaide

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