"The stroller, leré" - CROSS THE LIMITS
Audiovisual, graphic, press, radio, RRSS
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.
