Mitsubishi Motors is focusing on its Japanese heritage and pop culture to hippen its image. The ads pitch
the new 2006 Eclipse sport coupe as a thrill to drive. Shots of the
2006 Eclipse are accompanied by the rhythmic sounds of Kodo drums.
More on the new commericals from the Mitsubishi press release:
Mitsubishi Motors' brand image will be distinguished by the contemporary, edgy
look put forward in the new campaign, which incorporates subtle elements of
Asian influence in U.S. pop culture, often referred to as "Japanese cool," or
"J.Cool." As real as the British invasion of the 1960s, the J.Cool cultural
phenomena is popping up everywhere -- from Gwen Stefani's smash hit "Harajuku
Girls," to Quentin Tarantino's "Kill Bill" film series, to Japanese anime
cartoons and "Hello Kitty," to the Academy Award-winning film "Lost in
Translation." A modern mix of Japanese influences with a distinctly current
spin, J.Cool provides a wonderfully distinct flavor and complimentary backdrop
to Mitsubishi's "Driven to Thrill" brand message.
