Mitsubishi has launched “The World’s Most Dangerous Road”, an advertising campaign featuring the 2011 Mitsubishi Outlander Sport effortlessly navigating through the notorious Yungas Road in Bolivia. The road is known for its extreme drop-offs, single-lane width and lack of guardrails. The deathly road stretches for 43 miles from La Paz to Coroico and claims the lives of an estimated 200-300 travelers a year. The campaign also includes a behind the scenes film airing on Mitsubishi’s web site and social media accounts and features shots of creative camera techniques and interviews with local Bolivians about the infamous road.
“Road to Death” opens with a shot of the 2011 Mitsubishi Outlander careening towards the camera accompanied by the voiceover, “To prove we have the world’s most advanced all-wheel control, we took the Mitsubishi Outlander and Outlander Sport to the World’s Most Dangerous Road.” We see the super, “Yungas Road, Bolivia. World’s Most Dangerous Road,” accompanied by the Mitsubishi Motors logo. We then cut to shots of the road’s gasp-inducing drop-offs and the new sport SUV craftily maneuvering through the severe turns and bends cast its way. The Outlander effortlessly passes a bus full of awe-struck local school children on the narrow road, leaving only inches between the vehicle and the road’s steep and unguarded edge. The voiceover continues, “If our Outlanders can handle this road, imagine what they can do on yours.” As the vehicles speed through the winding corners and dashing through the rocky puddles of the Bolivian road, a voiceover suggests, “Take the 360 degree test drive at Mitsubishicars.com.”
Click on the image below to play the Road to Death video in YouTube (HD)
Click on the image below to play the Arrival video in YouTube (HD)
Click on the image below to play the World’s Most Dangerous Test Drive video in YouTube (HD)
Click on the image below to play the Hands Free video in YouTube (HD)
Click on the image below to play the All Wheel Control video in YouTube (HD)
Click on the image below to play the Behind the Scenes video in YouTube (HD)
Click on the image below to play the Rituals video in YouTube (HD)
Click on the image below to play the Tragedy at San Juan Falls video in YouTube (HD)
Click on the image below to play the Thunder video in YouTube (HD)
Click on the image below to play the In the Night video in YouTube (HD)
The World’s Most Dangerous Road campaign was developed at 180 LA by executive creative director William Gelner, creative directors Gavin Milner, Grant Holland, copywriter Mike Burdick, art director Mike Bokman, head of production/managing partner Peter Kline, producer Cherie Appleby, group account director Amy Call and account director Sandy Song.
Filming was shot by director Jordan Valenti via Boxer Films, Los Angeles, with executive producer Beth George and producer John Quinn.
Boxer producer John Quinn spent a great deal of time prepping for the two-day shoot and the extreme challenges it presented. Working at 15,000 feet in the Andes meant that the crew had to be extra cautious with both equipment and filming execution. They were able to capture such astounding shots of the extreme conditions with a camera car constructed onsite out of a pickup truck along with the 360 degree camera installed within the vehicles as seen in the behind the scenes film. Says Quinn, “The touch-and-go weather led to some unpredictable conditions, serving to increase our challenge of filming on even riskier circumstances on the ‘world’s most dangerous road.’”
Editor was Igor Kovalik via BEAST Editorial with executive producer Sybil McCarthy, producer Joanna Hall, assistant editor Seema Naik.