Mitsubishi Motors North America launched an all-new 2022 Mitsubishi Outlander in February 2021. From that point forward, major automotive media were able to get behind the wheel and review this game-changing vehicle for the brand. To keep the Outlander in the minds of media during the voting period for the coveted North American Car, Utility and Truck of the Year (NACTOY) Awards, Mitsubishi challenged The Brand Amp to create a unique campaign to put the Outlander front-and-center in the minds of these jurors.


Given Mitsubishi’s position with the overall automotive industry, competing against the likes of Ford, Chevrolet, Toyota, Honda, and others, TBA ideated the ‘Underdog’ campaign. TBA produced and packaged a creative, high-end video brochure showcasing famous moments in sports when the underdog prevailed, while interweaving the attributes of the all-new Mitsubishi Outlander and pull quotes from the media themselves touting their new flagship vehicle.


In total, TBA delivered Mitsubishi Outlander ‘Underdog’ video brochures to the top 50 media in the United States and Canada a month prior to the NACTOY vote. Media included top outlets like MotorWeek, CNET, Auto Trader Canada, and more. As a result, the Mitsubishi was put into strong consideration for the first-time in several years. Further, media commented via their social channels and through proactive engagement with the brand, on the Mitsubishi Outlander being arguably the best-equipped, best-built Mitsubishi Motors vehicle ever, and the creativity and thoughtfulness of the video brochure to keep Mitsubishi relevant and an unexpected direct competitor to the so-called established leaders in the segment.