Mitsubishi Motors Launches Advertising For Several New Products.

Mitsubishi Motors North America,Inc. (MMNA) announced plans for a new television ad campaign based on the forthcoming launch of Universal Pictures’ “2Fast, 2Furious,” the sequel to the smash hit 2001 movie “The Fast and the Furious,” scheduled for release on June 6, 2003. The company also announced that the first television ad for Lancer Evolution will begin airing today and that the second phase of Endeavor spots are now in rotation.

The new television ad, based on “2Fast, 2Furious,” was created by Deutsch LA and will feature the 2003 Mitsubishi Eclipse Spyder Convertible and the 2003 Lancer OZ Rally edition. It will include scenes from the movie staring Paul Walker and Tyrese.

“‘2Fast, 2Furious’ is a natural showcase for the Mitsubishi Lancer Evolution and Eclipse Spyder,” said Greg O’Neill, president and chief operating officer, Sales Division, MMNA. “The fast-paced excitement of the movie perfectly parallels the style and performance of the Mitsubishi brand.”

Mitsubishi Motors is the official automotive sponsor of “2Fast, 2Furious” and the movie features the Mitsubishi Lancer Evolution and Eclipse Spyder as the hero vehicles driven by Walker and Tyrese. Mitsubishi Motors donated vehicles for use in the movie but did not pay for the product placement. The new television ad will begin airing May 19, 2003 across national network and cable stations. Mitsubishi Motors and Universal Pictures are also currently developing a series of other co-branded promotional activities that will begin closer to the movie’s launch date.

Separate from the co-branded efforts with Universal Pictures, Mitsubishi began airing today the first television commercial for the Lancer Evolution. The ad, titled “Religion,” is based on the vehicle’s championship rally heritage and long-standing popularity in the automotive enthusiast community. The ad cuts from scenes of Lancer Evolution thrashing around corners of a rally course to the vehicle attracting throngs of enthusiasts on the car show circuit. The ad began airing today on national television and cable. Mitsubishi also confirmed that the company began airing a new commercial for the 2004 Endeavor crossover S.U.V. as part of the company’s next phase of Endeavor’s marketing campaign. The campaign, one of the largest that Mitsubishi Motors has ever executed, began in March and is expected to continue throughout the year.

Since Endeavor was first introduced, the response from the automotive press has been very positive. The new ad features comments on Endeavor from some of the top automotive reporters in the world combined with dynamic visual imagery consistent with Mitsubishi’s energetic brand position. The latest installment of the Endeavor campaign features the same high-energy, attention-grabbing music from the first Endeavor spot, a song called “Horndog” by Overseer. The ad began airing May 3, 2003 on national television and cable.