Let the Charging Battles begin in UltraSuperNew Tokyo’s campaign for Mitsubishi Fuso
UltraSuperNew Tokyo has launched ‘Charging Battles’, a new social media campaign for one of Asia’s leading commercial vehicle manufacturers, Mitsubishi Fuso and the new version of its electric truck, the eCanter.
Spearheading the push for emissions-free mobility around the globe, in 2017 the automotive powerhouse launched the eCanter, the world’s first light-duty all-electric truck, to solve some of the biggest environmental issues in cities, such as noise, exhaust gas, and CO2 emissions.
The updated model introduced late last year charges in a mere 90 minutes, an outstanding achievement for a 7.5-ton truck, especially considering it’s just a fraction of the time that other (much smaller) household appliances take to charge.
‘Charging Battles’ has three executions, Razor, Laptop and Toothbrush. It is a 1980s-inspired arcade fighting game that pits the eCanter against some of the most ferocious chargeable appliances out there: a laptop, an electric razor, and an electric toothbrush. The three 1-minute-long videos follow the eCanter as it beats challengers on its way to the top of a knockout tournament, very much in the vein of legendary fighting game franchises. However, a glaring difference makes it unique: players can’t do much else after plugging in the devices but wait for the fighters to reach 100% charge. The waiting gets to them, and some fighters can’t help but deploy their ‘special move’, the campaign’s own version of a ‘power up’ for any gaming fans out there! And for those not quite familiar with the lingo, a ‘power up’ is an extra blow to the opposition.
Ryan Mundt, Digital Marketing Manager, Mitsubishi Fuso, said: “Social media is all about experimentation – we strive to create content that’s approachable, fun and that connects with our passionate Fuso community and beyond — so when we were pitched the “Charging Battles” concept, we were all in! A uniquely Japanese series that playfully communicates one of the eCanter’s most important features, its quick charge time.”
Andres Aguilar, Associate Creative Director of UltraSuperNew, said: “The eCanter’s charging time is an impressive fact that deserved an over-the-top expression, and, honestly, I can’t think of anything more over-the-top than classic fighting games. So, video game creators out there: how about making a real-life arcade version of “Charging Battles”? Food for thought.”
Credits
Agency: UltraSuperNew Tokyo
Representative Director: Tomo Murakami
Account Manager: Hanna Brieven
Strategist: Stefanie Landau
Associate Creative Director: Andrés Aguilar
Copywriter: Nobuaki Nogamoto
Art Director/Designer: Belle Sim
Clients: Ryan Mundt, Hiroko Araki, Kei Tashiro
Production House: Boomachine
Director: Marc-Antoine Astier
