Adventure Redefined with the Outlander Sport | Clapboard Ad Archive

Adventure Redefined

Description

Adventure Redefined is a dynamic film campaign launched in the United States in September 2019 for Mitsubishi by the ad agency BSSP, designed to redefine the concept of adventure through the introduction of the redesigned 2019 Mitsubishi Outlander Sport. Positioned within the automotive industry, this campaign focuses on showcasing the Outlander Sport as the perfect size crossover that blends versatility with cutting-edge features. Central to the campaign’s messaging is the emphasis on the vehicle’s latest safety technologies, available All-Wheel Control system, and an impressive 10-year/100,000-mile Powertrain Limited Warranty, highlighting reliability and peace of mind for consumers. The narrative creatively connects with a diverse audience by illustrating that adventure can take many forms, whether navigating challenging canyon roads or simply running everyday errands, making the Outlander Sport an ideal companion for all lifestyles. The campaign leverages social media engagement with hashtags such as #outlandersport and #mitsubishimotors to generate buzz and connect with younger, tech-savvy audiences, while directing viewers to Mitsubishi’s official website and YouTube channel for deeper exploration of the product features and brand values. By integrating a seamless mix of digital and traditional film media, Adventure Redefined effectively communicates Mitsubishi’s commitment to innovation, safety, and customer satisfaction, reinforcing the brand’s position within the competitive crossover market. This approach not only elevates the Outlander Sport’s profile but also strengthens Mitsubishi Motors North America’s presence across key social platforms including Facebook, Twitter, and Instagram, ensuring sustained engagement and brand loyalty.

Credits

Client

Mitsubishi

Agency

BSSP

Producer

Elizabeth O'Toole, Vince Genovese, Jeff McCoy, Jon Ettinger

Strategic Planner

Chris Cummings, Sohail Bhatia

Creative Director

Anders Gustafsson

Art Director

Savannah Hicks

Senior Copywriter

Ashley Suarez Wood

Account Management

Mike O'Malley, Michelle Finelli

Business Affairs Manager

Tricia Kresneski

Production House

Industrial Film

Director

Vic Huber

Crew

Rosslyn Luke, Ryan Lippert

Post Production

1606 Studio SF

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Campaign Proposition

The "Adventure Redefined" campaign for Mitsubishi’s 2020 Outlander Sport centers on presenting the vehicle as the ideal balance between capability and practicality, encapsulated in the tagline "The Perfect Size Crossover." The brand proposition emphasizes versatility and reliability, promising a vehicle that is equally at home on rugged canyon roads and urban errands. Mitsubishi highlights key value drivers such as advanced safety features, available All-Wheel Control, and an industry-leading 10-year/100,000-mile powertrain warranty, positioning the Outlander Sport as a dependable choice for consumers seeking a confident and worry-free driving experience across diverse lifestyles. Strategically, the campaign taps into a broad but discerning market segment that values adventure but demands everyday usability and assurance. By framing the Outlander Sport as a "small batch" crossover, the messaging suggests exclusivity and thoughtful design without compromising on functionality. The creative approach marries this insight with visual storytelling rooted in adventure themes, appealing to practical yet aspirational consumers who want a vehicle that supports spontaneous exploration without sacrificing comfort or safety. The use of digital touchpoints such as YouTube and social media channels ensures engagement with a digitally savvy audience, extending the campaign’s reach to younger demographics who prioritize connectivity and trusted warranties in their vehicle purchase decisions. Overall, the campaign articulates a market strategy that leverages Mitsubishi’s heritage and engineering strengths to differentiate the Outlander Sport in a competitive crossover segment by marrying everyday reliability with the promise of adventure.

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