Normal, Illinois, has had a long relationship with Mitsubishi. The Midwestern town has been the site of a manufacturing facility for many years. To launch the new electric 2012 Mitsubishi i next month, 180 LA is transforming this sleepy little town into EVTown, USA.

One thousand of the fuel-efficient vehicles will be made available to Normal residents, with Mitsubishi also putting up charging stations. "Normal EVTown is a community that is embracing new technology in an environmentally sound way," said mayor Chris Koos, who came up with the idea after visiting Mitsubishi executives. "It is a way of imaging the future and Normal is that future."

An accompanying TV and digital campaign positions Mitsubishi as a "likable" car and chronicles the journey of transforming Normal into something completely new.