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Adventure Advanced – can the ASX Satisfy an Adrenalin Junkie in the City?

This week, the Adventure Advanced press ads are released from the shoot I did with the Mitsubishi ASX, a gig with a very clear brief.
You may have already seen the TV commercial that has been running, that gives a clear definition of what this crossover vehicle is portraying.
Condensing an advertising message into one image is always a challenge, but one that ensures I go to work every day with a smile on my face.
I couldn’t wait to get my teeth stuck into this one and to get Mitsubishi’s point across.

Mitsubishi ASX Adventure Advanced location shoot BTS – setting up

The brief was to show that the ASX can bring adventure to the everyday and deliver adrenalin on the road. Appealing to those who love the journey not
just the destination, we needed to show that this car was capable of delivering an outdoor adventure no matter where you are.

Mitsubishi ASX Adventure Advanced location shoot BTS – white lines added to the road surface

It’s All Downhill from Here

Taking the cues from the TVC we used a one-off prop canoe that had been specifically made to cruise on the road. Of course, without a motor, it needed good old fashioned
momentum to go. We sent out the location finders to seek out a road in an urban area that would be possible to close for the day – no mean feat!
Not just any road – this one also needed to slope slightly, along with having enough space to fit me, my team, client & agency creative folk, a video crew (filming us for a behind the scenes film), the model,
car transport/prep plus support vehicles. Not only that, it had to look cool & contemporary, matching the location brief for the TVC.
Unlike the TVC though, we needed just one hero shot, we didn’t need to film it twisting and turning through narrow alleyways and highly populated areas.
This still was to portray the ASX as adventure, advanced.

Mitsubishi ASX Adventure Advanced location shoot BTS

Mitsubishi ASX Adventure Advanced location shoot BTS – working out the angle for the shot

We are really pleased with the result, as although the canoe with its modified wheels is obviously the first choice for an outdoor adventure, the ASX is clearly the leader.
Although the canoe places the driver directly in the urban atmosphere, the ASX ensures the driver experiences the same thrill but with much more advanced technology.

Mitsubishi ASX Adventure Advanced location shoot BTS – alternative layout for skyscraper ads

Mitsubishi ASX Adventure Advanced location shoot BTS –  the model & the ‘canoe’ individual shot

I know which I’d rather navigate through the streets of a busy city, and which I’d like to take out to the suburbs and into the hills beyond.
I don’t know about you but I can imagine putting the ASX in neutral, turning off the engine and giving that canoe a run for its money downhill!

Here is a quick test run after we wrapped the shoot!

Mitsubishi ASX Adventure Advanced press ad

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