Mitsubishi Motors launches “Destino”

Mitsubishi Motors North America, Inc. and Grupo Gallegos announced the launch of a new advertising campaign that will specifically target US Hispanic consumers, titled “Destino,” which is Spanish for both destination and destiny. The campaign is a follow up to the brand’s successful 2014 campaign, “Mi Mitsubishi,” and features the tagline “Find Your Own Lane.” “Destino” includes TV spots which will run on Galavision, Telemundo, and Univision, including the latter’s much-anticipated “Sabado Gigante” finale. Digital work will run on Pandora and Vevo.

The TV spots feature vehicles in Mitsubishi’s current lineup (Outlander Sport, Lancer, and Mirage) speeding past enlarged 3D map pins that are unique to the Hispanic campaign. The Mitsubishi driver has the power to decide his or her next destination; the driver doesn’t have to settle for the expected or a destination chosen by someone else. The map pins are further utilized in the digital work, along with headlines that emphasize leaving past destinations behind.

“Destino” leaves viewers with the sense that you can change your destination, your destiny, and ultimately ‘Find Your Own Lane,'” said Sebastián Garin, Executive Creative Director, Grupo Gallegos. “This campaign dives deep into the insight that US Hispanics have large social networks that try to influence their every decision. It is important for us to showcase Hispanic’s individuality and their power to create their own destiny with everyday decisions, like purchasing a new car.”

“The Hispanic market is important to Mitsubishi Motors and we want to recognize these consumers with campaigns that resonate with them,” said Francine Harsini, senior director, marketing, MMNA. “Grupo Gallegos has a proven intimate knowledge of Hispanic culture and a track record of developing unique advertising campaigns that help us reach US Hispanics directly.”

Media planning is handled by PHD Media.