Hasta La Creative!

With the brand having passed the 10-year mark in Canada, john st. is re-introducing Mitsubishi with a new branding campaign, complete with a fresh tagline, “Built Better. Backed Better.”

Built around a series of 30-second ads, the new campaign implores Canadians to get to know Mitsubishi, since, as the ending line states, “With a ten year warranty, you’ll be spending a long time together.” The tagline and “get to know Mitsubishi” angle both highlight the extensive warranty, making for a cohesive strategy. The first in the series of television spots, “Get To Know Mitsubishi” goes through the brand’s logo, history, future, “the first mass-produced electric vehicle,” it’s designer, his mother, and the house he bought her, and the warranty, in rapid succession — perhaps too rapid. With each item introduced by “This is…” and the spot running through the list so quickly, it’s a bit too easy to miss information or tune the spot out altogether. The television campaign is supported by digital, print and radio ads.

“The idea for the campaign came right out of Mitsubishi’s industry best warranty,” explains Angus Tucker, executive creative producer/partner at john st. “It’s ten years, which means that when you buy a Mitsubishi, you’re going to be spending a lot of time with your vehicle, whether an Outlander, RVR, Lancer or Mirage. So you better get to know each other first.” Stick around for credits after the jump. (more…)

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Producers Tamir Moscovici and Paul Proulx, the creative production team behind Urban Outlaw and Painting Coconuts , decided to mark the 15th anniversary of Sony’s landmark Gran Turismo series (and recent release of Gran Turismo 6) with a documentary profiling “the single-minded genius behind Gran Turismo’s birth and breathtaking 15-year evolution,” Kazunori Yamauchi.

KAZ: Pushing the Virtual Divide is a one hour, 24 minute documentary examining the drive and devotion Yamauichi has put into Gran Turismo from its birth through its incredible evolution over the past 15 years. Since the first Gran Turismo game in 1997, the game Yamauchi had wanted to make since he was fifteen years old, he has always gone above and beyond expectations in creating the best games possible. Yamauchi has been one of the most important and interesting figures in gaming over the past 15 years, with a singular devotion to giving gamers the ultimate driving experience. His insane devotion to detail in his racing simulation series can be traced to his love for racing and all things automotive — he really races himself, and often wins. This offers him a unique understanding of what racing is all about, something he brings into each of his games.

If you’re a gamer, and especially if you’re a fan of the Gran Turismo series, it’s a really intriguing — and sometimes nostalgic — look at one of Sony’s most iconic gaming series and the incredible man behind them. Check out the trailer above, and, if you’re interested, head on over to Hulu for the complete documentary. Credits after the jump. continued…

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Anomaly has launched a new MINI Roller Coaster spot as part of their NOT NORMAL campaign for the automaker’s Canadian division.

The ad features people riding atop a customized version of the BMW-owned brand, strapped in to a roller coaster car attached to the MINI’s roof, screaming, holding cotton candy, and generally acting as if they’re on a looping coaster and not a British vehicle obeying the speed limit. Onlookers, meanwhile, wonder what the hell is wrong with these people. The genesis for this idea, ostensibly, is to show that the MINI is “not normal,” and the people treating a ride on the MINI as if they were at Six Flags certainly could be described as such (although they may have crossed over into “crazy”). I realize there are safety concerns involved, but I have to wonder if maybe they could have done a little more to make the ride on the MINI seem exciting (you know, like a roller coaster) and less like some kind of experimental therapy. But maybe that’s just me.

If you’ve ever wondered how to turn your car’s roof into a roller coaster car, you should definitely check out the “making of” video after the jump (along with credits). We’re pretty sure you’ll get pulled over for that one, though.

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