Mitsubishi goes dark for Lancer

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[Sydney, Australia] Taking the unusual approach of making a car brand menacing rather than inviting, Mitsubishi Motors is driving awareness of the Lancer sports car among young buyers in Australia with three dark TV spots that give the car an aggressive, scary personality. Created by Clemenger BBDO in Sydney, in which Omnicom Group holds a 46% stake, each ad features people clearly afraid of something ominous. A large, tough guy covered in tattoos and piercings crosses a street to avoid an unseen danger. In another spot, two boys knock a cricket ball into a neighbor's yard but are too afraid to retrieve it. At the end of each spot, the fearsome object turns out to be an unoccupied Lancer parked nearby. BBDO is the global network for Mitsubishi parent Daimler Chrysler, but Clemenger BBDO was appointed earlier this year after a pitch against Interpublic Group of Cos.' Lowe Hunt and the incumbent, WPP Group's Young & Rubicam, Mitsubishi's agency in Australia for 34 years.
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