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Cardiff Agency Behind Multi-Million Pound ad Campaign


Wales’ largest integrated communications agency has created a new advert for Mitsubishi Motors in the UK, which aired for the first time this Monday (11th January) on national TV.

Golley Slater Cardiff devised the sixty second advert as part of a bold new campaign which has been produced to mark the Mitsubishi’s Outlander PHEV’s status as the UK’s most popular plug-in hybrid car.

The boundary-pushing work was created by Creative Directors David Abbott& Paul Williams, directed by Bugsy Riverbank Steele and shot in location in Cape Town. A team of three from the agency travelled to South Africa, where they joined a crew of 80 for the production.

mitsubishi_phev_3_1_1_1_1The film is set in an ethereal fantasy world. Glimpses of hybrid creatures including a mermaid, a centaur and a medusa can be seen watching the Outlander PHEV as it drives past, before bowing down to it in recognition of their new ‘leader’.

The TV campaign is supported by a broad media mix including digital, print and social media.

Golley Slater Cardiff has worked with Mitsubishi Motors for 17 years, and previously produced the campaign which launched the Outlander PHEV in the UK in 2014. Since its launch over 26,500 units have been sold, making it the UK’s leading plug-in hybrid car.

Dave Abbott, Creative Director at Golley Slater Cardiff said:

“When the 2017 Outlander PHEV brief landed on our desks, our priority was to create an impactful campaign that would help retain Mitsubishi’s presence as a leader in the market. In a rapidly growing segment, the one thing other Plug-in hybrids aren’t able to say is they are a leader, so this was the basis of our idea.

“We’re not ones to shout too often as we like to let our work speak for itself – but with a visual treatment as bold as the idea, and an absolutely enormous production, this is probably the largest, most exciting advertising campaign we have ever produced.

“We hope that not only will this ad continue to place Mitsubishi Motors as a leader; it will also place the advertising industry in Wales firmly on the map, too.”

Kate Woodward, Communications General Manager at Mitsubishi Motors said:

“Golley Slater and the rest of the production team came up with a really creative concept which captured the essence of the Outlander PHEV and our status as the leader of plug-in hybrid cars.”

Mike Leeson, MD of Golley Slater Cardiff said:

“This campaign illustrates that Wales has fast become one of the leading creative centres in the UK, together with a sharp focus on delivering commercial success. We’re extremely proud of our work for Mitsubishi Motors and the impact it has had on the continued success of the brand.”

Golley Slater Cardiff is the largest communications consultancy in Wales, specialising in award-winning PR, advertising, design, digital and media at their offices in the city centre.