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Mitsubishi FUSO Drives Past the Space Race to Focus on Earth’s Own Backyard

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Campaign from UltraSuperNew Tokyo sees Mitsubishi focus on marking earth greener with the eCanter

Mitsubishi FUSO Drives Past the Space Race to Focus on Earth’s Own Backyard

This year human beings became closer to normalising space travel enabling voyages to the next frontier. In July humans flew to the edge of space 62 miles above the Earth's surface. Global transportation companies are now engrossed in what is already a veritable space race.

Mitsubishi FUSO is a company that's always at the cutting edge of transportation, so instead of joining the space race, they're focussing on making the Earth greener rather than heading off into Space. The future stays right here on planet Earth with a new campaign 'To the Moon and Back' from UltraSuperNew Tokyo.

Since FUSO's eCanter was launched in 2017, its fleet of 300 vehicles have collectively covered a combined distance exceeding four million kilometres, which amounts to four trips to the moon and back and counting. Everything looks like the usual space launch countdown until it doesn't. Its tongue-in-cheek reveal demonstrates how, before thinking of leaving planet Earth, we might want to reshuffle our priorities and start fixing our own backyards before heading to outer space.

Andres Aguilar Quesada, associate creative director UltraSuperNew commented: “They say space is the ultimate frontier. But, is it? With all the news and data that has recently come out regarding climate change, it feels like we should first fix our home before heading out into the cosmos. This project for FUSO’s eCanter provided us with an excellent opportunity to invite others to take emission-free transport into serious consideration. Maybe later, after we fix Earth, we can start thinking of Martian holidays.”

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Client

Client: Mitsubishi FUSO

Ryan Mundt, Hiroko Araki, Kei Tashiro
Agency

Agency: UltraSuperNew Tokyo

Representative Director: Tomo Murakami

Associate Creative Director, Copywriter: Andrés Aguilar

Associate Creative Director, Art Direction: Oguzcan Kaganoguzbeyoglu

Account Manager, Producer: Hanna Brieven

Copywriter: Nobuaki Nogamoto

Content Producer: Belle Sim

Production

Production House: Boomachine

Director: Marc-Antoine Astier

Cinematographer: Christoph Gelep

Categories: Automotive, Cars

UltraSuperNew, Thu, 06 Jan 2022 10:57:25 GMT