Bike courier chooses a car in new Mitsubishi ad

A bike courier uses his Mitsubishi ASX to make his deliveries in one of the first pieces of work by Adelaide agency Jam since winning the account from Clemenger BBDO in April.

The ad features the Icona Pop song ‘I don’t care, I love it’ introduced by Jam across all Mitsubishi’s work.

JAM launched three ads for Mitsubishi last month with the same audio track in brand building commercials for the Mitsubishi Mirage, featuring a group of girls, the Mitsubishi ASX compact SUV driven by a young couple, and a family in the Mitsubishi Outlander.

For the Outlander ad , Jam recut existing footage from a series of three ads created by Clemeto create a new ad with the Icona Pop soundtrack.

Jam principal and strategy director Peter Joy told Mumbrella: “The ASX bike courier ad is an announcement of a new model where the others are designed to build brand desirability in a retail environment, and we have introduced a common music theme to all Mitsubishi’s work whether it’s retail or brand, to try to build more desirability.”

Mitsubishi Outlander TVCs released by Clemenger BBDO earlier this year feature a family using the Mitsubishi Outlander and using the tagline ‘Love that car’.

Megan Reynolds


  1. JG
    28 Aug 13
    2:45 pm

  2. Bike envy in the first ad. Didn’t really notice the vehicle.

  3. Car crash
    28 Aug 13
    2:47 pm

  4. I still smile about Mitsubishi using a track whose lyrics are about crashing a car into a bridge and liking it. Love that car. Love that bridge.

  5. mitsi
    28 Aug 13
    7:21 pm

  6. Wow, they have really moved the campaign on.

  7. Mike
    30 Aug 13
    9:48 am

  8. Some clever irony there too, with “I Don’t Care”.
    Bicycle commuters don’t care – about road rules, road users, pedestrians, catastrophic injuries…..

  9. Nikki Nguyen
    9 Sep 13
    10:56 pm

  10. the actor who plays the bike courier that uses his ASX to deliver instead is CUTE!!, who is he?, can you give him my number & i’ll buy a ASX.