CYPRESS, Calif. — Mitsubishi Motors and Deutsch LA are once again merging sheet metal and music, this time to launch Mitsubishi's newest model, the all-new Lancer compact sedan. Mitsubishi chose the off-beat Barenaked Ladies song "One Week" as the theme song for the new :30 spot, titled "Lancer is Here," which breaks on September 6th with three :15 teasers breaking on the 3rd on network TV, cable and syndication.
 Barenaked Ladies |
The launch spot, "Lancer is Here," cuts between people in three different Lancers struggling to keep up with the song's frenetic lyrics. Think karaoke bar on fast-forward. The launch spot will be accompanied by three :15 teaser spots with lines that personify the car's personality: "The first $14,000 car worthy of a vanity plate." Followed by the payoff, "Lancer is here. Under $14,000. Are You In?"
The new work builds on and evolves the highly successful "Wake Up and Drive" campaign for Mitsubishi Motors and centers on glimpses of people groovin' to the music in their cars. The spot ends with a question, "Are you in?" The implicit message is that while people who drive Mitsubishis might look different, they all have a common youthful spirit.