Mitsubishi Motors launches campaign for the all-new Outlander via Richards Rose + Scoundrel

To celebrate the launch of its all-new Outlander, Mitsubishi Motors Australia has unveiled an uplifting and empowering new brand platform; ‘Live Outlandish’ via Richards Rose and Scoundrel.

 

In a departure from previous generations, the all-new Outlander takes a huge step forward in style, sophistication and adventurous capability. It’s bigger, bolder and far more luxurious. To reflect this upgrade, the advertising too has made a significant shift.

Puppy-shuttle, multi-generation bubble machine or flamingo get-away car, the launch spot shows there’s no purpose or destination too outlandish for the all new Outlander.

Directed by Scott Pickett from Scoundrel, ‘Live Outlandish’ is about being a little ‘out there’ while getting out there. Regardless of age, gender or interest, it’s about having the confidence to be yourself, wherever you want to be. It shows we can all gain freedom when we live life to the fullest.

Set to Sammy Davis Jr’s Broadway classic ‘I’ve Gotta Be Me’, the powerful lyrics act as a rally cry for this greater freedom of expression and speak to the restless tug inside us to be more daring and uninhibited.

Says Adam Rose, executive creative director at Richards Rose: “Given the importance of the new Outlander and this being Mitsubishi’s biggest ever launch in Australia, it’s fair to say the weight of expectation has been felt. However, from the very moment we hit on ‘Live Outlandish’ we’ve been fueled by an infectious energy; one that only grew in force when we secured some gold from Sammy Davis Jr. More than just a distinctive idea for Outlander, ‘Live Outlandish’ is a fun, confident new attitude for the entire brand and importantly one that Australians can make their own – especially now that we can get outdoors again! I’m incredibly proud of the Richards Rose / Mitsubishi Motors team who have dedicated much of their year to this launch. And of course, huge thanks to Scott, Kate and a very long list of trusted ‘Scoundrels’ who brought our vision to life so beautifully.”

Says Karen Bradley, senior manager marketing from Mitsubishi Motors Australia: “The new Outlander is an exciting new vehicle and we are confident it will be well received by Australia. The new bolder and more sophisticated styling will appeal to a ‘modern family’ (whoever and however that may look) who aren’t driven by conformity. Live Outlandish has given us the opportunity to inject new levels of emotion and resonate with a diverse mix of Australians. If the Outlander pre-launch success is anything to go by, record volume of lead generation and pre-sales, this launch campaign is going to be heroic!”

Says Pickett: “Richards Rose came to us with a big, playful brief, a killer tune and a suggestion for a “participatory” approach, which sounded exciting, if difficult to pronounce. It gave us license to push for maximum immersion with the goal to capture the cast’s actual personality within these fleeting vignettes. What helped was creating environments with enough freedom for the talent to have genuine fun on screen as well as casting real relationships. Finally, to complete the “participatory” feel we even included stills and video taken by the cast in the final cut.”

Comprising of a 60, multiple 30s, feature-focused 15s and 6s, the campaign is live this week on national broadcast and social channels. It also features extensive digital, edms, radio, out of home, press and dealership point-of-sale.

Client: Mitsubishi Motors Australia
Director – Marketing & Operations: Rob Nazzari
General Manager – Marketing & Product Strategy: Oliver Mann
Senior Manager – Marketing: Karen Bradley
Group Marketing Manager: Amy Hooper

Creative Agency: Richards Rose
Founding Partner & Executive Creative Director: Adam Rose
Senior Copywriter: Dominic McCormack
Senior Art Director: Liam Hillier
Head of Production: Tanya Hairman
Production Assistant: Taylor Gooley
Group Account Director: David Hallett
Senior Business Director: Roger Hayes
Senior Integrated Producer: Apple Stuart
Senior Finished Artist: Alistair Donald
Senior Integrated Designer: Mac Archibald

Production Company: Scoundrel
Director: Scott Pickett
Executive Producers: Adrian Shapiro & Kate Gooden
DOP: Tim Tregoning
Edit & Post Production: Adam Wills
Titles Designer: Finn Spencer
Sound Studio: Rumble
Music Supervision: Big Sync Music
Photographer: Nicholas Wilson

Media Agency: Wavemaker Adelaide
General Manager: Phil Mumford
Strategy Director: Stephen Drawbridge
Planning Director: Rebekah Regan
Marketplace Associate Director: Brooke Major
Client Associate Director: Simon Keith
Client Performance Manager: Celine Le