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Who's the Fastest Charger of Them All? Let the Charging Battles Commence in Ads for Mitsubishi Fuso

16/06/2021
Advertising Agency
Tokyo, Japan
67
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UltraSuperNew Tokyo creates social media campaign with a fighting game theme

UltraSuperNew Tokyo today launch ‘Charging Battles’, a new social media campaign for Mitsubishi Fuso - one of Asia's leading commercial vehicle manufacturers - 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.

But there’s something else.

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 added: “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.”

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