Russell Coight accidentally promotes Mitsubishi’s EV in new campaign
As a man who’s had his fair share of mishaps while adventuring around Australia, Russell Coight knows that the unforgiving outback is no place for a fancy new electric vehicle like Mitsubishi’s shiny Outlander Plug-in Hybrid EV.
“Battery-powered toys won’t last long in this sandbox,” Coight sniggers, in one of three TV spots, as he sees the Outlander tearing through the terrain.
As anyone who’s seen Coight in action knows, it doesn’t take long before he has egg on his face, and realises that these city slickers are onto something: the Outlander Plug-in Hybrid EV is, in fact, ‘Australia Ready’.
The creative collaboration between Richards Rose and Working Dog Productions (who make some of the best comedy to come out of Australia) spans TV, video, OOH, social, website and dealership installations.
“We tip our Akubras to the team at Mitsubishi Motors for allowing us to take their EV out of the city and on this all-Aussie adventure,” said Adam Rose, executive creative director at Richards Rose.
“We had a ball and learnt a lot from Russell along way … much of which would be unhelpful to repeat. So instead, I’d like to thank Justin McMillan, Clockwork Films and all our talented production partners for their part in bringing this fun idea to life.”
Sam Wight, general manager, marketing & corporate affairs at Mitsubishi Motors Australia, adds: “We’re very proud of this campaign and our product, the Outlander Plug-in Hybrid EV is awarding-winning for good reason. This industry first collaboration with Russell Coight allowed us to entertainingly dispel common concerns about range anxiety which is precisely why we say it’s Australia Ready.”
Client: Mitsubishi Motors Australia
Chief Executive Officer: Shaun Westcott
Co-Chief Operating Officer: Rob Nazzari
General Manager, Marketing & Corporate Affairs: Sam Wight
Senior Manager – Marketing & Communications: Karen Bradley
Group Marketing Manager – Marketing & Corporate Affairs: Amy Hooper
Agency: Richards Rose
Executive Creative Director: Adam Rose
Senior Copywiter: Dom McCormack
Senior Art Director: Liam Hillier
Head of Production: Tanya Hairman
Head of Account Management: Kristen Sandberg
Senior Account Manager: Mahoko Waga
Creative Technologist: Adrian Hoess
Studio Manager: Alistair Donald
Production Company: Working Dog
Writer/Director: Tom Gleisner
Writer/DOP: Santo Cilauro
Executive Producers: Michael Hirsh & Deb Herman
Series Producer: Susannah Mott
Production Company: Clockwork Films
Director: Justin McMillian
Producer: Alan Robinson
DOP: Earle Dresner
1st AD: Jonas McLellan
Editor: Simon Njoo
Post-Production: White Chocolate
Music: Massive Music
Sound Designer: Simon Kane
Photographer: Nicholas Wilson
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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A clever way to knock down myths about PHEV’s. Well done to all.
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That is very, very clever!
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