Russell Coight Sort of Promotes Mitsubishi’s EV

To demonstrate its award-winning Outlander Plug-in Hybrid EV is perfectly suited for Australia, Mitsubishi Motors has enlisted the help of the nation’s most loved adventurer: Russell Coight.

An integrated campaign, which is a creative collaboration between Richards Rose and Working Dog Productions, sees Russell try his best to warn us that city slickers in fancy EVs have no place in the unforgiving Australian wilderness. Whether tackling desert dunes, mountain tracks or rocky rivers, he’s adamant that only experts in highly equipped, old-school 4x4s are capable of taking on this big brown land.

Despite Coight’s best efforts, it doesn’t take long for things to go comically wrong for the legendary bushman - and for us to discover that the Outlander Plug-in Hybrid EV is in fact Australia Ready.

Along the campaign journey which includes TV, video, OOH, social, website and dealership, Russell starts to come around to the impressive range, off-road capability, and quietness of the Mitsubishi EV - even if it is by accident.

Sam Wight, GM, marketing, and corporate affairs at Mitsubishi Motors Australia said, “We’re very proud of this campaign and our product, the Outlander Plug-in Hybrid EV is awarding-winning for good reason. This industry first collaboration with Russell Coight allowed us to entertainingly dispel common concerns about range anxiety which is precisely why we say it’s Australia Ready.”

Adam Rose, executive creative director at Richards Rose said, “We tip our Akubras to the team at Mitsubishi Motors for allowing us to take their EV out of the city and on this all-Aussie adventure. We had a ball and learnt a lot from Russell along way… much of which would be unhelpful to repeat. So instead, I’d like to thank Justin McMillan, Clockwork Films and all our talented production partners for their part in bringing this fun idea to life.

The national campaign launched in August with several new versions rolling out over the coming months.