Russell Coight returns in new Mitsubishi spot

May 22, 2025 10:27

Using a famous character in advertising is a matter of balance, according to Adam Rose: the fame gets cut-through, but too much can overpower the brand.

Rose, chief creative at Richards Rose, says the balance has been struck in Mitsubishi Australia’s latest campaign featuring the inimitable Russell Coight.

The new campaign was created to promote Mitsubishi’s Triton ute, with Coight’s usual scepticism front and centre. He inadvertently proves that “nothing can frighten a Triton”. It follows on from a campaign in 2023 which saw Coight question Mitsubishi’s EV range.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

Adam Rose Glenn Robbins Mitsubishi Mitsubishi Motors Australia Mitsubishi Triton Richards Rose Russell Coight Russell Coight's All Aussie Adventures Triton