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Mitsubishi breaks Century in the Making campaign

Automaker Mitsubishi Motors Canada has begun a new advertising campaign called "A Century in the Making" to coincide with the company's 100th anniversary. Developed by John St. of Toronto, the campaign depicts the company as continually working to improve its products. It includes a four-minute video featuring four people from Japan who have lived to the age of 100. The video will also be adapted into other formats and lengths for use on television, online channels and social media. The initiative also makes use of a website at <>, as well as print advertising, in-store materials and public relations. It will run until November.

"We wanted to do something to celebrate Kaizen, the philosophy of constant improvement, that has been at the heart of our company for 100 years," said Peter Renz, director of marketing at Mitsubishi Motors Canada. "This campaign is an examination of that through the eyes of four Japanese centenarians who also live by the same philosophy. The people are incredible. A century later, they are still looking to get better. It’s very inspiring, and of course, a nice parallel with how we approach making our cars.

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