Birth of a tagline - Mitsubishi brings the confusion

TheOtherDave? · 2008-06-19 22:10:08

Filed under: Etc. (http://www.autoblog.com/category/etc/), Marketing/Advertising (http://www.autoblog.com/category/marketing-advertising/), Mitsubishi (http://www.autoblog.com/category/mitsubishi/) http://www.blogsmithmedia.com/www.autoblog.com/media/2008/06/mitsu_tagline.jpgDrive@earth. Sounds an awful lot like shorthand for "run this bizatch into the ground," but Mitsubishi has an official explanation for its new tagline. Launching this summer in Japan, "Drive@earth" will be used by Mitsubishi in all markets. The tagline, which looks like an intern tacked it below the logo in Microsoft Word ten minutes ago, is meant to carry dual meanings. The first thing Mitsubishi wants to convey is the idea that its automobiles, and their four-wheeling legacy, allow people to visit virtually any point on the earth. Secondly, and possibly in diametric opposition to the first point, the slogan signals a commitment by the automaker to environmental responsibility. It's a fine line to walk between traipsing across the globe and not destroying sand dunes or clubbing baby seals while excreting vast amounts of greenhouse gasses, but Mitsubishi is committing to continued development of its environmentally friendly technologies, like the iMiEV (http://www.autobloggreen.com/2008/03/21/new-york-2008-autobloggreen-drives-the-mitsubishi-i-miev-w-vid/) that would be an ideal commuter vehicle for those poor slobs stuck in gridlock. No word on whether the new tagline signals the end of Mitsubishi's run of TV spots using music cuts that get stuck in your head and portray people having more fun than a flume ride. Press release after the jump [Source: Mitsubishi] Continue reading Birth of a tagline - Mitsubishi brings the confusion (http://www.autoblog.com/2008/06/19/birth-of-a-tagline-mitsubishi-brings-the-confusion/) Permalink (http://www.autoblog.com/2008/06/19/birth-of-a-tagline-mitsubishi-brings-the-confusion/) | Email this (http://www.autoblog.com/forward/1229177/) | Comments (http://www.autoblog.com/2008/06/19/birth-of-a-tagline-mitsubishi-brings-the-confusion/#comments) http://feeds.autoblog.com/~a/weblogsinc/autoblog?i=8kmPKk (http://feeds.autoblog.com/~a/weblogsinc/autoblog?a=8kmPKk) http://feeds.autoblog.com/~f/weblogsinc/autoblog?i=5JO7di (http://feeds.autoblog.com/~f/weblogsinc/autoblog?a=5JO7di) http://feeds.autoblog.com/~f/weblogsinc/autoblog?i=DxiHAi (http://feeds.autoblog.com/~f/weblogsinc/autoblog?a=DxiHAi) http://feeds.autoblog.com/~r/weblogsinc/autoblog/~4/315737659 More... (http://feeds.autoblog.com/~r/weblogsinc/autoblog/~3/315737659/)

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Jun 19, 2008 | 02:10 PM

TheOtherDave™

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Apathy Kills

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From: The Left Lane

Birth of a tagline - Mitsubishi brings the confusion

Filed under: Etc., Marketing/Advertising, Mitsubishi

Drive@earth. Sounds an awful lot like shorthand for "run this bizatch into the ground," but Mitsubishi has an official explanation for its new tagline. Launching this summer in Japan, "Drive@earth" will be used by Mitsubishi in all markets. The tagline, which looks like an intern tacked it below the logo in Microsoft Word ten minutes ago, is meant to carry dual meanings. The first thing Mitsubishi wants to convey is the idea that its automobiles, and their four-wheeling legacy, allow people to visit virtually any point on the earth.

Secondly, and possibly in diametric opposition to the first point, the slogan signals a commitment by the automaker to environmental responsibility. It's a fine line to walk between traipsing across the globe and not destroying sand dunes or clubbing baby seals while excreting vast amounts of greenhouse gasses, but Mitsubishi is committing to continued development of its environmentally friendly technologies, like the iMiEV that would be an ideal commuter vehicle for those poor slobs stuck in gridlock. No word on whether the new tagline signals the end of Mitsubishi's run of TV spots using music cuts that get stuck in your head and portray people having more fun than a flume ride. Press release after the jump

[Source: Mitsubishi]

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Jun 19, 2008 | 06:59 PM

Cyclonus

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From: Texas

To the average consumer, they would need to hire/find a philosopher to come remotely close to any of the "dual meanings." Unless Mitsu has a hidden third meaning of bringing uber confusion to the masses.