Hasta La Creative!

Mitsubishi's ad campaign to launch its redesigned 2014 Outlander crossover — built around the tag line “Find your own lane” — also will have to help the brand find a route back to relevance in the U.S.

Backed by a marketing budget that's been doubled for the current fiscal year, the campaign includes national cable TV, a return to network prime time for the first time since 2005, and the brand's largest digital ad outlay, said Francine Harsini, director-advertising, Mitsubishi Motors North America.

She wouldn't reveal this year's budget. But based on comments from a person close to the company about last year's figure, Mitsubishi will spend about $170 million in the fiscal year that ends next March.

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