NZ Lancer ad too racy for Brits

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MMNZ’s Lancer ad is too racy to screen before 9pm in the UK

Media Release

Friday, 16 January 2009

NZ Lancer ad too racy for Brits

Sleepy United Kingdom residents will need to forgo hitting the sack before nine o’clock if they want to indulge in some light-hearted Kiwi humour, courtesy of Mitsubishi Motors New Zealand (MMNZ).

The company’s top-rating Lancer ad, which was a finalist in the Fair Go Ad Awards, launched in New Zealand in 2007. It will be on air in the UK from 9 February – but no earlier than 9pm after broadcasting authorities deemed it inappropriate for younger viewers.

Featuring the Dean Martin classic ‘The Birds and the Bees’, the ad shows a father faced with the daunting challenge of explaining ‘the facts of life’ to his son while driving the Lancer past some well-known New Zealand landmarks.

“The ad has been running for almost two years and we have only received a handful of complaints here,” said MMNZ marketing and communications manager Daniel Cook. “I understand Mitsubishi UK have had to edit out some aspects which may be considered insensitive to some British viewers.

“While the ad may appear to have some sexual innuendo, it’s just a bit of fun and the reaction from English authorities reflects the freedom of voice and expression we have in this country,” said Mr Cook.

“We strive to make the Mitsubishi brand fun for people and we’re very proud of the attention and recognition the ad has received.”

It’s not the first success MMNZ and advertising agency Clemenger BBDO have had breaking into the UK. In 2004 the ‘Don’t Mess Around with Slim’ Triton ute ad hit English screens, followed in 2008 by the Bob Dylan-tuned ‘Hard Rain – Get Hard’ campaign for the same vehicle.

Mitsubishi’s 1.5Litre Colt also got in on the action, with the football-playing ‘Hey Baby’ ad proving a hit on UK TV.

The Lancer ad’s popularity spurred MMNZ to develop a sequel for the five-door Lancer Hatch – now screening – and while it is currently uncertain if it will hit Britain, it is clear that Mitsubishi’s New Zealand advertising campaigns are achieving international quality.

ENDS

To view MMNZ Ads click link http://www.mmnz.co.nz/features/downloads/

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