Mitsubishi in pan-European push

Mitsubishi Electric is launching a pan-European TV, press, poster and direct mail advertising campaign for its range of mobile phones, Trium, as part of the brand’s &£30m European launch. The TV campaign, created by London agency B’lowfish, was directed by Alek Keshishian, whose credits include In Bed with Madonna and the Max Factor ‘Gold’ ad campaign. Lock, Stock & Two Smoking Barrels cinematographer Tim Maurice-Jones was the campaign’s director of photography. The black and white ads target the youth market using the idea of ‘the pleasure of conversation’. Their content was toned down for the UK; a fully-clothed version runs after 9pm with the more raunchy European ad being shown only after 10pm. The campaign breaks on MTV this week before moving to terrestrial TV.

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