Australia Ready

To demonstrate the Mitsubishi Outlander Plug-in Hybrid EV as perfectly suited for Australia, we teamed up with the nation’s favourite (and most accident-prone) adventurer, Russell Coight. The campaign, created in collaboration with Working Dog Productions, was a hit – winning a prized Effie Award and earning a finalist spot in Mumbrella’s TV Ad of the Year.

Across the integrated campaign, Coight warns that city slickers in fancy EVs don’t belong in the rugged Aussie wilderness, insisting only highly equipped, old-school 4x4s like his can handle this big brown land. Despite Coight’s best efforts, it doesn’t take long for things to go comically wrong for the legendary bushman – and for us to discover that Mitsubishi’s EV is in fact Australia Ready.