"The stroller, leré" - CROSS THE LIMITS

Audiovisual, graphic, press, radio, RRSS

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Background

Mitsubishi Motors is the brand that sponsors Cristina Gutiérrez, the first Spanish driver in history to finish the Dakar rally in a car.

 

Need

To honor Cristina's achievements and trajectory at the wheel of the Mitsubishi Eclipse Cross under the concept "Cross the limits".

 

Proposal

Since our childhood, we are exposed to a series of impacts that determine what we will be when we grow up. "El cochecito, leré" is the song we chose for the spot where an aggressive driving contrasts with a delicate voice singing. Both go in crescendo until we discover that it is Cristina who drives and sings, questioning the phrase "I don't want a car".

 

We show how Cristina, in a mainly male world such as the automotive industry, crosses the limits with the Eclipse Cross by being the first woman to finish the Dakar in a car.

 

"The stroller, leré" is an integrated campaign consisting of 3 audiovisual versions of 20, 30 and 45 seconds for television and cinema, press and outdoor graphics, display campaign, dynamics for RRSS and radio spots.

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