Mitsubishi gave a pizza guy in Boston a Mitsubishi Outlander to drive around during the Super Bowl to protect both driver and pizzas. I cringed every time I heard this guy's Bahhhston accent rifling off the car's features of the car but I guess if he didn't then we might be trusting the audience to notice them in camera without turning a pizza dude into a shill.
Because this only happened to one person and in Boston, it feels less like a social movement and more like a local activation of branded content that really didn't need a hashtag. A quick search of #ProtectThePie on Twitter shows that, aside from Mitsubishi dealers, Ad blogs, creative strategists, marketers, 180 LA, and some random people who only have nine followers, this didn't really blow up on social. The thing that bothered me too, is that while safety is a great message for a car, the streets are clearly shoveled and salted so it's not like the driver, or the pizzas were ever really in danger.
Client: Mitsubishi North America
Agency: 180 LA
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Too bad. I always hate it when a Mitsubishi ad misses the mark, but really, I feel like I could have done better.
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