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Mitsubishi Breaks Ad Campaign For All-New 2007 Spyder


April 2006
 Filed under: MITSUBISHI Car News | MITSUBISHI Headlines
April 19, 2006 -- Cypress, Calif. -- Mitsubishi Motors North America (MMNA) today launched a multi-media national advertising campaign to support the all-new 2007 Eclipse Spyder, which went on sale last month. The ad launch, which makes note of Mitsubishi's "25 years in America" theme, consists of television, print and online materials. Television and print pieces were created by Mitsubishi's advertising agency, BBDO; online work was developed by Organic. The campaign's TV commercial will appear starting today, and print ads will run in May automotive enthusiast books.
The Spyder ad campaign continues Mitsubishi's 'Driven to Thrill' theme line and highlights the vehicle's premium features such as the Rockford Fosgate audio system and unique automatic sound equalization.

The :30 television commercial, titled "Song," was shot in Southern California on an old airport runway showing a line of Spyders, with some pulling forward, and then pulling back - visually representing sliders on a mixing board that together look like one large equalizer. The commercial emphasizes the Spyder's perfect balance between sound and speed, highlighting the 650-watt Rockford Fosgate premium audio system that automatically adjusts volume levels to the speed of the car, as well as equalization if the top is up or down. The scene is set to a composition influenced by modern Japanese music.

The spot will air on national cable and spot TV in 37 markets, running on popular cable networks such as A&E, Comedy Central, MSNBC, VH1, History, E!, Spike, Animal Planet, BRAVO and Weather Channel.

The print campaign kicks off in the May issues of Motor Trend and Automobile magazines, highlighting the vehicle's drop-top fun. The ads show the Spyder with the top down and incorporate Japanese graphics in the background, with ad copy reading "Sensible takes a holiday."

In addition to print and television, the campaign will include an online component to reinforce the excitement of owning and driving a Spyder. As part of Mitsubishicars.com, Mitsubishi's consumer Web site, a consumer microsite was developed specifically for the 2007 Spyder (http://www.mitsubishicars.com/07spyder/) and includes information on the vehicle's interior and exterior, a photo gallery, and a "build and price" feature.

The 2007 Eclipse Spyder is third in a series of six new Mitsubishi vehicles introduced in less than three years. Based on the widely acclaimed 2006 Eclipse coupe, the 2007 Spyder combines thrilling performance with head-turning design. The 2+2 convertible adds features usually reserved for high-priced convertibles - such as an automatic top that folds under a flush-fitting powered tonneau cover in 19 seconds - making it an "attainable exotic" vehicle.

The Spyder ads incorporate a new "25 years in America" corporate logo as part of Mitsubishi's yearlong anniversary celebrating 25 years of being established in the United States.

Mitsubishi Motors North America, Inc., (MMNA) is responsible for all manufacturing, finance, sales, marketing, research and development operations of Mitsubishi Motors Corporation in the United States. Mitsubishi Motors currently sells coupes, convertibles, sedans, trucks and sport utility vehicles through a network of approximately 540 dealers. For more information, contact the Mitsubishi Motors News Bureau at (888) 560-6672 or visit http://media.mitsubishicars.com.

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