Vehicle is inspired by the story of a famous English thoroughbred who enchanted the world in the 18th century
Horses, jockeys, trainers and recordings at the Jockey Club in Paraná and at locations in São Paulo, which brought together more than 230 professionals. This was the scenario for the production of the launch campaign in the Brazilian market of Mitsubishi’s Eclipse Cross 2023 line. What may generate an initial strangeness has the reason, the name “Eclipse” is inspired by the story of a famous English racehorse that enchanted the world in the 18th century.
It is this past that served as a backdrop for the car campaign, created by the agency by Tech and Soul, in a film that presents a period scenario, with an audience, narrator, jockeys and their horses and the thoroughbred Eclipse. The action bears the signature “Born from the sport that today represents freedom”, under the concept “4you4play”.
“Advertising has the power to tell good stories and, when they are part of the reality of the project and the brand, even better. The automotive industry works with creativity, innovation and also with people’s imagination. The Eclipse horse, which gave rise to the name of the Mitsubishi project, is such a case. People love horses and the story of this one in particular is incredible”, says Flavio Waiteman, partner and CCO of the agency.
In addition to the film in different versions, the initiative has a wide range of media, including pay TV, sponsorship, newspapers and magazines, cinema, digital, OOH and DOOH and social media.
The production is signed by Fantástica Filmes, with stage direction by Christiano Metri.
