Mitsubishi’s rock ‘n’ roll campaign for Peanuts&Monkeys
To present the new Mitsubishi ASX, Peanuts&Monkeys has combined, as in the triathlon, three disciplines: rock&roll, celebrities and a lot of humor. And for this he has had the help of the charismatic singer Loquillo and the 2016 Princess of Asturias Award for Sports, the triathlete Javier Gómez Noya.
The idea arose with the discovery of a video of Gómez Noya performing, together with his brother’s band, Loquillo’s song “El Rompeolas”. As a result of the finding, we worked on the idea that we are all more than what is known about us.
A cover of the song performed by the athlete himself was recorded with the supervision of Loquillo himself, and some scenes were filmed under the supervision of film specialists.
The campaign has two audiovisual versions: one for television and one digital. The longer, 40-second version was presented exclusively to Mitsubishi fans on social media, while the shorter, 20-second version premiered days later on primetime TV. It is also an integrated campaign composed of other pieces such as graphics for press and outdoor, dynamics for RRSS, and radio spots.
The Peanuts&Monkeys team for this project was formed by Peter Parias, Javi Rodríguez, Carlos Zamarriego, Lorena Villalobos, Ramón Moreno, Nieves Gil, Ramón Valverde, Mario Sánchez del Real, Sunde J. Sastre and Joaquín Cobos. On the Mitsubishi side, Olga Orcaray, Cristina Olloqui and Evan Bodelón participated.