"Music is an integral part of our marketing strategy because it reflects the passion in our products and invokes the spirit of our consumers," said Pierre Gagnon, president and chief operating officer of Mitsubishi Motor Sales of America. "These are stylish cars for people who want to look and feel alive — and the music ties them together."
The Lancer campaign is the latest in a series of Mitsubishi commercials recognized for their effective use of music. Most recently, the song "Start the Commotion" by the Wiseguys has been climbing the charts after being featured as the theme music for a series of commercials for the 2001 Mitsubishi Eclipse Spyder and Eclipse coupe.
"Start the Commotion" was originally released in 1999 on the Wiseguys album "The Antidote." But it didn't take off until this summer, after being featured in the Eclipse ad campaign. Over the past several weeks, the song charted on Billboard Magazine's Top-40 list and peaked at number two on Billboard's Heat Seekers charts.
A newly commissioned recording of "Ooh, La La" (originally performed by the Faces in 1973) backs up the current Mitsubishi Galant commercial. Sales for that song have more than doubled since the ad debuted in April.