Ad Nut wonders how many videos are out there that start with a close up shot of a wheat field with a warm color grade and is then carried by a piano score tied to a light wind ambient background texture for atmospheric effect...
Nevertheless, returning well-fed from the Chinese New Year holidays, Ad Nut is feeling warmer and fuzzier than usual and can relate to these “moments” that make life rewarding, as the ad seems to suggest.
However, this didn’t stop Ad Nut from having an equally rewarding nap during the wheat field scenes, featuring a young boy running with a toy aeroplane.
Ad Nut can also smell a trend for “moments” too. Everyone is talking about moments as they seek to define consumer intent and their needs at different points in time and across devices.
Here are some press release quotes:
Michelle Chong, marketing manager of CCA:
"Mitsubishi Motors as a brand has been evolving. It used to have a sporty image with line-ups that included the Lancer Evolution and Colt Ralliart Version R. Now, the model range comprises a hatchback to 7-seater family SUV, which suits various lifestyles and life stages, hence we need to rebrand ourselves to stay relevant and ahead of the competition."
Kevin Suryadi, director of Interuptive:
"We realised that Mitsubishi drivers are smart, practical and down-to-earth. Cars are vehicles for them to live their lives to the fullest and do better, hence the campaign line "Made For More". From various innovations to green technologies, Mitsubishi cars are made for customers so that they can make the moments that truly matter."
The integrated campaign covers cinema, online, mobile, social media, and outdoor. It was conceptualised by Interuptive with media buying done by MEC.