Mitsubishi has returned to network TV in its biggest marketing push in over a decade -- one that features the 2018 Eclipse Cross and underscores the brand's renewed commitment to the crossover market.
The 60-second spot makes it hard for viewers to glaze over the brand's new Super All-Wheel Control, as a conspicuous red Eclipse Cross zips through the rain at high speed. In a suspenseful duet, Emmy-winning violinist Damien Escobar and pianist William Joseph recreate the Twisted Sister classic "I Wanna Rock," echoing the closing words, "a classic reborn."
The brand sees this as the "Eclipse being reborn into a sporty crossover and competing in the hottest growth segment," Francine Harsini, chief marketing officer of Mitsubishi Motors North America, told Automotive News. "This is a real big chance for us to make a statement here in the U.S."