Mitsubishi ASX ‘Human Sanctuary’
Automotive Advertising – Mitsubishi Motors ASX Campaign
The Challenge
Mitsubishi were looking for a low-cost, shareable piece of content to position the ASX as the car of choice for people looking to escape the daily grind and into the countryside.
To answer this brief, we delved into what people in the UK might need to escape from. The answer was hardly surprising – Brits were constantly looking to leave their money and work worries behind and get away from it all.
The Solution
We created a mockumentary-style piece of content in which overworked human beings are held in a zoo-like sanctuary. The zoo is filled with accountants, chefs and supermarket cashiers, all of whom are at breaking point due to work stress.
The tongue-in-cheek ad focuses on the rehabilitation of one accountant, ‘Colin’, who is finally ready to be released back to the wild, driving off with his family in an ASX.
2019: The Drum Roses Awards
The Chair Award
Gold Award – Online Video/Film/Viral Advert
Gold Award – TV/Cinema Campaign
Gold Award – Automotive
WINNER – CANMOL Marketing Awards
Top Ad of the Week – The Drum, Little Black Book, Ad Age.
