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.


  • 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

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