"Mi Mitsubishi" TV Spot Created by Award-Winning Agency Grupo Gallegos Introduces Latinos to 2015 Mitsubishi Mirage, Lancer and Outlander Sport Vehicles
HUNTINGTON BEACH, CA -- (Marketwired) -- Mitsubishi Motors North America, Inc. (MMNA) announced today that it will advertise during the Super Bowl airing Sunday, February 1st on NBC Universo (formerly MUN2). The campaign, conceived by Grupo Gallegos, a creatively-driven, independent advertising agency, targets Hispanic consumers and features a 30-second TV spot.
This marks the second year in a row the Super Bowl will be simulcast in Spanish and the first year that NBC Universo will be the exclusive Spanish-language telecast network. Last year's telecast on Fox Deportes averaged 561,000 viewers and was the most watched non-soccer sports event in Spanish cable history (Source: NFL.com). The audience on NBC Universo will be totally complementary to the one tuning into NBC, with no duplication, so it will be additional reach to a targeted Hispanic viewership.
"Any time your client commits to an event the size and scale of the Super Bowl, it shows their belief in the work, the initiative, and it's a great motivator for an agency," said John Gallegos, CEO and Founder of Grupo Gallegos. "It demonstrates Mitsubishi's commitment to the Hispanic market in a big way."
The campaign's creative is built on the insight that Latinos grow up in a large network of family and friends who want to help with every decision. While family and friends may be well intentioned, the communications seek to encourage car buyers to find their own lane by selecting their own car.
"This is a great opportunity for Mitsubishi Motors to speak directly to a consumer base that is important to the brand," said Francine Harsini, Director of Marketing at Mitsubishi Motors. "We're expanding our emphasis on reaching Hispanic consumers, and believe it is really important to create unique marketing assets for this group that will resonate with their life and values."
The TV spot features footage of each of the three cars with a first-person voiceover sharing anecdotes about his family's feedback on his car buying decision. As the bright cars zip across scenic backgrounds, he explains, "My car is my decision." The visual then transitions to a dramatic black background with graphic text emphasizing the confidence and individuality of the consumer, ending on the Mitsubishi Motors logo.
Commenting on the TV spot, Marty Orzio, Chief Creative Officer at Grupo Gallegos, said, "Hispanics have a large network of family and friends, many of whom are gathering to watch the game. So we want this target to feel what it's like to assert one's own aspirations among all those influencers, to pursue a car that is equally individualistic. We want to give them a taste of what it's like to exclaim that the car they drive can truly be 'my car' ('mi Mitsubishi'). It's the perfect fit for Mitsubishi's overall positioning of Find Your Own Lane."
Sunday, February 1, is also the day NBCUniversal's Hispanic cable network mun2 will relaunch as NBC Universo. Highlighting the launch day will be the cable network's own telecast of Super Bowl NBC Universo will televise in Spanish its own pregame and postgame show, air the game with its own announcing crew, including sideline reporters.
To learn more about the products featured in the campaign, visit MiMitsubishiAuto.com.
About Grupo Gallegos:
Founded in 2001 by CEO John Gallegos, Grupo Gallegos is a full-service independent advertising and marketing agency dedicated to growing clients' businesses. Known for award-winning creative, Grupo Gallegos takes a total-market approach and currently leads the Hispanic market with campaigns for Comcast, The Clorox Company, Toshiba America Information Systems, Inc., California Milk Processor Board (Got Milk?), JC Penney, Wonderful Pistachios,Valvoline, and Foster Farms, to name a few. The agency's success in revolutionizing how brands communicate with the growing 'New America' Market is due, in part, to John Gallegos's mantra: "Look for courageous clients who are willing to challenge convention." For more information, please visit us at www.grupogallegos.com.
About Mitsubishi Motors North America, Inc.
Mitsubishi Motors North America, Inc., (MMNA) is responsible for all research & development, manufacturing, marketing, sales and financial services for Mitsubishi Motors in the United States. MMNA sells sedans and crossovers/SUVs through a network of approximately 400 dealers. MMNA is leading the way in the development of highly-efficient, affordably-priced new gasoline-powered automobiles while using its industry-leading knowledge in battery electric vehicles to develop future EV and PHEV models. For more information, contact the Mitsubishi Motors News Bureau at (888) 560-6672 or visit media.mitsubishicars.com.
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