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Mitsubishi breaks new television campaign

Automaker Mitsubishi Motors Canada has begun a new brand campaign using the tagline, "Built Better. Backed Better." The campaign, developed by John St. of Toronto, consists of a series of 30-second television commercials focusing on the history of the brand as well as the quality and design of its vehicles. The campaign also promotes Mitsubishi's 10-year power-train warranty.

"The idea for the campaign came right out of Mitsubishi's industry-best warranty," said Angus Tucker, executive creative director at John St. "It's ten years, which means that when you buy a Mitsubishi, you're going to be spending a lot of time with your vehicle, whether an Outlander, RVR, Lancer or Mirage. So you better get to know each other first."

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