三菱自動車 | Heart-Beat Motors | 2015
Wouldn't it be nice if we could talk about excitement again / Mitsubishi Motors "Heart-Beat Motors"
Cars that make your heart race, cars that make you excited. That's really the heart of it, isn't it—something that stirs your instincts. Honestly, I think it's fine for cars to be about that.
The insight
Not hitting things, stopping smoothly, good fuel economy, being eco-friendly—all nice, but that's not really it, is it? You want a car you actually desire, one that feels wonderful. I'd love to see more cars, and more ads, like that.
The idea
A series built around questions like "Does your car make your heart skip a beat?" and "Haven't you become a boring adult?", set to Eric Clapton's "Layla," depicting several different stories. The one featuring a woman about to get married and her father was especially good, and I remember the 15-panel newspaper ad being wonderful too.
Afterthought
Mitsubishi Motors doesn't really have a clear image anymore, but I keep thinking—wouldn't it be great if they did something like this again? I hope a time comes again when we can talk about excitement like this.
