Mitsubishi launches ‘nothing can frighten a Triton’ campaign

Mitsubishi Motors Australia and Richards Rose have unveiled their latest campaign, ‘nothing can frighten a Triton’.

The launch sees a friend take two-time Dakar Rally champion Toby Price for a ride in a Triton that’s reminiscent of a ghost train.

“’Nothing can frighten a Triton’ is a distinctive and ownable platform that lives well beyond advertising,” said Richards Rose executive creative director, Adam Rose.

“Whether on the worksite, off the beaten track, or in the dealership, it’s a confident statement that puts a smile on your face.”

Darrell Jacobs, head of marketing communications at Mitsubishi Australia, added “Triton is our highest selling vehicle and this latest model is our best yet. We’re excited by the new platform and what we have in the pipeline.”

The campaign soundtrack composed by Grammy Award-winning remixer Dennis White.


  • Client: Mitsubishi Motors Australia
    • Deputy Director Marketing & Operations: Derek McIlroy
    • Head of Marketing Communications: Darrell Jacobs
    • Digital Marketing Manager: Trish Ind
  • Creative Agency: Richards Rose
    • Founding Partner & Executive Creative Director: Adam Rose
    • Senior Art Director: Liam Hillier
    • Senior Copywriter: Dominic McCormack
    • Head of Broadcast and Content: Tanya Hairman
    • Group Account Director: David Hallett
    • Senior Account Director: Vince Prochilio
    • Executive Producer – Product & CX: Deepali Dabral
    • Senior Integrated Designer: Mac Archibald
    • Art Director: Robert Bamford
    • Digital Producer: Jennifer Chan
    • Senior Producer: Katie Morton
    • Finished Artist: Alistair Donald
  • Production Company: McFly
    • Director: Jonathan Nyquist
    • Producer: Christine Tan
    • DOP: Matt Toll
    • Post Production: New Holland
    • Creative Director: Brendan Savage
    • Post Producer: Pauline Piper
    • Editor: Toby Denneen
    • Online: Stu Cadzow
    • Colourist: Ben Eagleton
  • Sound Studio: Rumble
    • Music: “Jacked Up” by Champions Of Justice
    • Music Supervisor: Michael Szumowski
    • Sound Designer: Tone Aston

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