Agency:  Africa, São Paulo, Brazil
Chief Creative Officer: Sergio Gordilho
Executive Creative Director: Flavio Waiteman
Creative Directors: Humberto Fernandez, Rafael Pitanguy
Art Director: Humberto Fernandez
Copywriter: Rafael Pitanguy
Photographer: Platinum
Copy: “The offroad citysized.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Sometime big things lurk in small places. The Mitsubishi ASX has the heart of a big offroad vehicle but fits between the lines of a cityroad.
2. Affective: Confident, adventurous, and excited to drive.
3. Conative: Test drive an ASX. Look at unassuming city roads hazards as if they were serious offroad hazards.

Positioning
Many people challenge the practicality of driving a vehicle designed for offroad use in a city environment. Enter the Mitsubishi ASX—the first offroad SUV designed specifically for city driving. It’s engineered to handle city hazards with the same reliability and with the same vigor an offroad vehicle handles offroad hazards.

Consumer Promise
Since the Mitsubishi ASX can handle big offroad hazards, it can certainly handle city roads. And it’s small enough to comfortably drive around town.

ADDITIONAL EXECUTION

Visual: A pool of piranha showing teeth and thrashing around in a puddle on a city street.
Copy: “The offroad citysized.”