May 4, 2018

Mitsubishi Motors in the UK has commissioned a new series of idents to accompany its long-standing sponsorship of Documentaries on 4, which air for the first time on May 5th 2018.

Created by Cardiff-based creative agency, Golley Slater, the films showcase a new tagline ‘Absorbing Life’ which feature a series of objects being gradually drawn towards Mitsubishi Motors vehicles. Each object represents different lifestyle connections with the vehicles. Eventually the objects are completely absorbed into the vehicles themselves.

The idents feature six Mitsubishi Motors models including the Outlander PHEV, ASX, Mirage and L200 pick-up truck, as well as the recently-launched Eclipse Cross.

The campaign was directed by freelance director, River, who worked with Fresh Films and post-house Jam Films to help create the 3D animated objects.

River‘s work is renowned for how it seamlessly blends in-camera action with VFX and this latest project continues his working relationship with Mitsubishi and Golley Slater.

Toby Marshall, Sales and Marketing Director, from Mitsubishi Motors in the UK, said: “Sponsorship of Documentaries on 4 is a key part of our marketing strategy and we wanted to create a new set of idents that reflected how each of the models shown can suit anyone’s lifestyle.

“The new films depict many of Mitsubishi Motors’ and Channel 4’s shared values, invoking their daring, powerful, challenging and pioneering spirits.

“The dramatic and cinematic lighting of the idents also highlights the individual lines, angles and dynamic bodywork of the models featured.”

Later in the month the new Shogun Sport will join the Mitsubishi model line-up, and will then feature alongside the other models in the idents for Documentaries on 4.


Mitsubishi Motors Corporation is a global automobile company based in Tokyo, Japan, which has a competitive edge in SUVs and pickup trucks, electric and plug-in hybrid electric vehicles. Since the Mitsubishi group produced its first car more than a century ago, we have demonstrated an ambitious and often disruptive approach, developing new vehicle genres and pioneering cutting-edge technologies. Deeply rooted in Mitsubishi Motors’ DNA, our brand strategy will appeal to ambitious drivers, willing to challenge conventional wisdom and ready to embrace change. Consistent with this mindset, Mitsubishi Motors introduced its new brand strategy in 2017, expressed in its “Drive your Ambition” tagline – a combination of personal drive and forward attitude, and a reflection of the constant dialogue between the brand and its customers. Today Mitsubishi Motors is committed to continuous investment in innovative new technologies, attractive design and product development, bringing exciting and authentic new vehicles to customers around the world.