Mitsubishi Motor Sales of Canada’s latest campaign, “Drive Your Ambition,” aims to connect with customers by championing their unique aspirations.
The automaker and its agency of record, Jan Kelley, recently produced a television spot showing that while some people may appear ambitious, looks can be deceiving.
“The campaign has helped elevate the global tagline, ‘Drive Your Ambition,’ here in Canada,” Kate Petrie, creative director for Jan Kelley, tells strategy. “This work gives Mitsubishi Motors Sales Canada an entry point that aligns with the unique drive and passions of Canadians – whether their ambitions look stereotypically glamorous or more everyday.”
“By creating an authentic narrative that speaks to the ambition that’s inside all of us, we are resonating with the core values and experiences of customers,” she adds.
Petrie says that critical consumer insights guided the development of the campaign, which was challenging given the automotive industry’s crowded market.
“[The first insight] was that now, in a world dominated by algorithms, consumers are seeking human connections instead of impersonal ones,” Petrie says. “And secondly, getting a car isn’t necessarily someone’s ‘life ambition,’ but it’s a big part of helping them make their everyday pursuits happen.”
Jan Kelley worked with Animals and Pilothouse Media to produce and film the spot in various locations around southern Ontario.
