‘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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10 Comments
I love it. It Rocks!
The most underrated brand in Oz. I actually thought Mitsubishi had been selling cars earlier. I love my diesel outlander and pajero. Sadly, neither can be replaced. A little too much Nissan in the new outlander for my liking, although the PHEV.
Niiiiice Adam.
I sm so happy with this as wr have just bought new Outlander and I was thinking if needed an snthem. This song I sing all the time di very happy. 👵🏻😀
The impression I get from this ad is you have to be selfish to own this vehicle, maybe the ad should have had the young family turn around and share the last sausage rolls… not a good ad in my opinion. Obviously the company had no idea what happens in remote areas.
Love it !!! Very creative and fun commercial. Love the outlander.
Seems like a good ad. Great outback scenery. Not a power pole in sight. But where is vehicle charging from???
It’s not charging, you can power things from the cars battery, like a camping fridge, kettle, portable electric stove etc. the charger on board basically runs in reverse. So it uses the same port on the car.
Means you wouldn’t need to mess with filling/replacing gas bottles etc while camping, just run it from the cars internal battery, and worse case run the engine for a little bit to tenseness.
We love our new Outlander. I said a few weeks ago it just needs an anthem . Now we have one! Happy👩🏼🦱😊
Love the ad but where’s ‘The Shop’ pleeeeze?