The campaign features a conversation between a child and his dad, beginning with the son asking his father where he came from. The rest of the advertisement is looking on the car from the outside with the father's explanation of the "birds and the bees" mirrored by events happening around the red Lancer.
Mitsubishi says Clearcast, the U.K. company responsible for examining and clearing ads before they air, has not approved it to be shown before the 9 p.m. time slot. Clearcast is owned and funded by eight commercial broadcasters in the U.K.
"Clearcast thought that the light-hearted innuendo throughout the ad could be seen as inappropriate — especially for younger viewers. We are happy to have the TV ad shown after the 9 o'clock watershed and will also be making the ad available through our Web site," said Lance Bradley, director of sales and marketing for Mitsubishi.
Mitsubishi's "Birds and Bees" ad campaign will be launched on February 9.
Inside Line says: Mitsubishi will probably get more attention paid to its racy ad campaign because of the restriction, which can't hurt in the current weak economy. — Mike Lysaght, Correspondent
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