MITSUBISHI PROMOTES BEST BACKED CARS
By Adnews Staff
Mitsubishi Motor Sales of Canada has begun a national advertising campaign called "Best Backed Cars in the World." The campaign promotes the carmaker's warranty offer that includes a roadside assistance program. The initiative, created by Deutsch of Los Angeles, consists of 30- and 60-second versions of a TV commercial called "Anthem." In the ad, a Mitsubishi driver travels through several locations and seasons, constantly passing technicians in red coveralls who are there in case the driver needs help. The ad uses the song "Draggin' the Line" by Tommy James and the Shondells. The campaign also includes radio, newspaper and magazine advertising, plus dealership materials.
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