When Mitsubishi first set out to grow in the U.S., most consumers thought they only made air conditioners and big-screen TVs. The brand needed to be repositioned as a real Japanese car option alongside Honda and Toyota. The challenge was clear. Mitsubishi couldn’t compete on price or long-standing quality, but it had something the others didn’t: better-looking cars.

The strategy leaned into the truth that cars are an extension of personal style. They should look sexy. The campaign focused on human stories that made the cars feel both fun and functional. Music played a huge role in the energy. Weeks were spent finding the perfect tracks, ultimately helping launch artists like Basement Jaxx, Spoon, Bikeride, Autamata, and Dirty Vegas.

The work shifted consumer perception, and Mitsubishi became the fastest growing car company in America. That’s what happens when a brand is built around real desire.