Mar 31, 2015

CIRENCESTER - Following the success of Mitsubishi Motors’ sponsorship of Channel 4 Documentaries in 2014, the partnership has been renewed with the deal brokered by Manning Gottlieb OMD. Golley Slater Cardiff was commissioned to re-invigorate the suite of idents, which are set to hit screens on Wednesday, 1st April.

The films showcase Mitsubishi Motors' range of cars in the UK, including the award-winning Outlander PHEV, and are brought to life with optical illusions and brain teasing tricks.

Having sponsored the Channel 4 Documentaries strand for a year, the new campaign aligns Mitsubishi Motors' reputation for looking at motoring differently with C4’s ethos of creating boundary-pushing content that strives to present subjects from a fresh perspective.

Golley Slater commissioned five films using a mixture of traditional illusion techniques and art department trickery, mixed with state-of-the-art motion control rigs and post-production processes.

Directed by Bugsy Steel, each illusion has a different style and technique and importantly was achieved in camera, for real, with no CGI.

David Abbott, Creative Head at Golley Slater Cardiff, said: “The task this year was to show off the Mitsubishi range in all its glory, so the vehicles are the absolute focal point of each film.

“We also wanted to develop the ‘changing perceptions’ theme from last year, so each vehicle is the subject of a mind-bending visual trick or optical illusion designed around the character of the car.

“TV idents so often get lost in the clutter of mid-programme advertising breaks, so the aim was to capture viewers’ attention with a ‘how did they do that?!’ moment, before they get up to stick the kettle on.

"From Golley Slater’s perspective, the most exciting part of the creative challenge was to focus on making the cars look as beautiful as possible, while going further than just a series of striking product shots. It’s been a complex process, but we are really proud of what we have achieved and look forward to viewers experiencing these unique and engaging films."

The idents will appear on Channel 4’s Time Team, Big Fat Gypsy Weddings, 24 Hours in A & E and World’s Weirdest Weather.

Darren Beard, National Advertising Manager at Mitsubishi Motors UK, said: “Our continued sponsorship with Channel 4 is playing a key role for us in raising our brand presence in the UK.

“We’re really excited about the new idents, which build on the ‘changing perceptions’ theme. The Golley Slater team has done a fantastic job in managing to keep our vehicles as the core focus on screen but by adding a brain-teasing twist.”


Mitsubishi Motors in the UK Press Office

For further information, images and video content please contact the Mitsubishi Motors in the UK Press Office by telephone on 00 44 1285 647 200 or visit our media centre online at www.mitsubishi-media.co.uk. Or you can contact Vanessa or Keir as below:

Vanessa Nalder
Manager – Press & Media Relations

e: v.nalder@mitsubishi-cars.co.uk
m: 00 44 7767 317490 t: 00 44 1285 647157

Keir Bartlett
Press Officer

e: k.bartlett@mitsubishi-cars.co.uk
m: 00 44 7770 640650 t: 00 44 1285 647200