The Jam are more usually associated with mopeds, but creative agency Strawberry Frog is hoping it will help change the perception of Mitsubishis as a safe but boring option with its campaign for the 4x4 Outlander.
In a €100m (£71.5m) Europe-wide advertising campaign, the Mitsubishi Outlander is shown as an urban driving machine, more at home on city streets than in the great outdoors.
The TV work shows a woman, driving an Outlander, stopping to pick up a hitchhiker. The car is then shown driving along a city street unfolding into a wild ride, climbing up arching motorways, dropping down spiralling streets and cruising over massive bumps.
The woman is non-plussed by the drive, but for the hitchhiker it is one of the most exciting rides of his life. A close-up shows the hairs on his skin standing on end. As the ad ends, a voiceover says: "Outlander: The New Mitsubishi".
Scott Goodson, Shawn Preston, Andy McKeon and Tuesday Poliak created the ads, which were directed by Anthony Hoffman at Radical Media.
The TV work will be supported by a print and poster campaign based around city driving. This was shot by Tim Simmons, who has also worked on campaigns for the Italian fashion label Prada.
The campaign breaks in Europe on May 12 and in the UK on June 15.
Stefan Jacoby, president and CEO of Mitsubishi Motors Europe, said: "Research shows that people are ready for a car that is beyond simply good function. A car that is well built, but also exciting to drive, and designed to put a smile on your face is the kind favoured by more and more people and Outlander can do this. Mitsubishi will be launching 14 new and exciting cars in Europe over the next five years."
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