The campaign for the new Eclipse sports coupe is part of the company's
shift from promoting its 10-year warranties to a hip new image. After
replacing Interpublic Group's Deutsch with Omnicom Group's BBDO, Mitsubishi Motors of North America
hopes the new campaign, which relies on the hipness associated with
Asian-themed pop culture hits like "Kill Bill," to reconnect consumers
with "the emotional aspect" of the car.