Mitsubishi uses drone swarms to promote ‘intuitive’ technology in latest campaign
Mitsubishi Motors Intuitive Technology, a sub-brand of Mitsubishi Motors, has launched a campaign to promote its technology and safety features.
Created by Richards Rose, who last night won two gold Effies for Mitsubishi, the 45 second TV ad depicts a swarm of drones flying around the car as its eyes, navigation system and stop sign.
Adam Rose, ECD and founding partner at Richards Rose, said most people are surprised by how many features a Mitsubishi has.
“However explaining technology or safety systems can often come across as cold or complex. But by using the drone swarms as a visual metaphor, it’s allowed the technology to come to life with a meaningful and beautiful simplicity.”
Darrell Jacobs, head of marketing communications at Mitsubishi Motors, added: “Innovation has become a part of our everyday drive, and today’s generation of drivers are demanding it.
“Mitsubishi Motors has a long tradition of developing state of the art automotive technology and we’re confident that MiTEC is a great platform to communicate this.”
The campaign is set to run on TV, out of home, print and in dealerships.
Credits:
- Client: Mitsubishi Motors Australia
Head of Marketing Communications: Darrell Jacobs
Marketing Communications Manager: Amy Hooper
Digital Marketing Manager: Trish Ind - Creative Agency: Richards Rose
Founding Partner and 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
Executive Producer – Product & CX: Deepali Dabral
Senior Integrated Designer: Mac Archibold
Digital Producer: Jennifer Chan
Senior Producer: Katie Morton
Finished Artist: Alistair Donald
Production Company: AIRBAG
VFX Head: Rob Ride
VFX Producer: Nick Venn
Editor: Andy Stalph
Online: Chris Reynolds - Sound Studio: Rumble
Music Supervisor: Michael Szumowski
Sound Designers: Tone Aston and Nat Joyce
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Hello. Can you please advise what song is played during the ad. Thank you.
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