Mitsubishi proved the bias existed by posting a modded Mitsubishi Outlander Sport on their social media pages. From the comments, it was clear that people thought the car belonged to a male enthusiast. About a week later, the company surprised their social audience with a video revealing that the owner is a woman, posted on International Women’s Day.
The video aims to inspire female drivers who are “finding their own lane.” The video illustrated that no matter your gender, passion will always be passion. It also proved that car enthusiasts and passionate Mitsubishi owners can also be women.
“Most ad creatives are male, so as a junior female creative I could relate to Phylicia. I love how, in her own way, she is empowering women to break the norm,” Tiff Tsai, Junior Art Director, 180LA told DIVEGE.
Tsai and Hanna Koh, a junior copywriter at 180LA are the ones that came up with the concept.
Film: Who Run the Lane
Client: Mitsubishi Motors North America
Chief Creative Officer – William Gelner
Executive Creative Director – Rafael Rizuto
Executive Creative Director – Eduardo Marques
Digital Creative Director – Karan Dang
Associate Creative Director – Alex Goulart
Associate Creative Director – Joao Medeiros
Art Director – Toon Leysen
Jr. Art Director – Tiff Tsai
Copywriter – Caspar Bock
Jr. Copywriter – Hanna Koh
Executive Producer – David Emery
Business Affairs – Ann Shelton
Content Manager – Nicolas Marks
Brand Journalist – Suzanne Dengel
Group Account Director – Rachel Gilmour
Associate Account Director – Brenda Aguilar Schneider
Account Coordinator – Lindsey McVey
Digital Engagement Strategist – Faye Ehrich
Editorial: Melvin Studio
Content Post Producer – Nate McNabb
Content Producer – Ben Clarke
Editor – Luke Cheney, Nicolas Marks
Telecine – Dave Groseclose