Nothing can frighten a Triton

How do you cut through the sea-of-same when it comes to ute advertising? You pen the ownable, meaningful and memorable line; ‘Nothing can frighten a Triton’. A line that has proudly made its way into the Aussie vernacular.

In this Effie Award winning campaign, we showcase Mitsubishi’s legendary Super Select II 4WD technology. It’s a dial that allows the driver to seamlessly flick between different drive modes and gearing for maximum traction in any situation or terrain. But rather than get too functional, we chose to focus on the emotional benefit of this clever technology, positioning it as ‘the dial that puts a smile on yours.’ However, we made no guarantees how long that smile would last…