Mitsubishi UK Opts For Kiwi Creativity

10 December 2003
Media release

FOR IMMEDIATE RELEASE

Mitsubishi UK Opts For Kiwi Creativity

The English may have taken out the World Cup, but when it comes to creativity, Kiwis have it all over the Brits.

When Jim Tyrrell, Mitsubishi Motors Managing Director UK saw the Triton Turbo advertising campaign created by Wellington advertising agency Clemenger BBDO for Mitsubishi Motors New Zealand, he knew no UK agency could capture the essence of the market any better.

“The campaign portrays the ‘can do’, in-your-face, easy-going nature of the New Zealand farmer and there’s a lot of similarity between the New Zealand culture and the British. We share a sense of humour that is not common throughout Europe,” says Mr Tyrrell.

“I have access to advertising materials from all around the world, so it is a real credit to Clemenger and New Zealand that I had to come all the way down here to find what I wanted.”

The campaign, which features an adaptation of Jim Croce’s country classic, “You Don’t Mess Around with Slim” will screen in the UK in the next two to three weeks.

The New Zealand-made advertisement was filmed in Te Kuiti using mostly local farming people as talent.

“It was an instant hit with the public and Mitsubishi dealers,” says Misubishi Motors New Zealand General Manager John Leighton. “It was hugely successful for us and I’m sure it will prove equally so for our UK colleagues.”

Mr Tyrrell says the only changes to the campaign is the removal of a pig – “animal activists are very vocal in the UK” he explains. He imagines there might be some controversy stirred by a line in the lyrics which goes, “But he needs a ute he can’t root” …. “because we don’t use the word ‘ute’ and we don’t use ‘root’ in the sense ‘ruin’. So it should be interesting.”

Clemenger BBDO Managing Director Peter Biggs says the creative team – Chris Martin and Hugh Walsh - who worked on the advertisement are thrilled by the coup.

“I can’t recall when any New Zealand commercial was used in the UK. It’s a great compliment to them and to kiwi creativity. Wellington is quickly proving itself to be the creative capital of the world.”

The lyrics of the Triton Turbo advertisement go:

Now outa south Mangaweka comes a country boy
Truck shining like a pin
He’s a big bright boy by name of Willie McCoy
Back home they call him Slim

Now he’s tough as teak with an ornery streak
He’s got a turbo diesel brute
He works hard for his money
And it may sound funny
But he needs a ute he can’t root.

And everybody says “Jack! Don’t you know?
“You don’t tug on Superman’s cape.
“You don’t spit into the wind
“You don’t pull the mask off the old Lone Ranger and you don’t
“Mess around with Slim.”

…ends/

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