After struggling for a couple of years in the U.S. car market, Mitsubishi was banking on the launch of their new Lancer Ralliart to turn things around. With positive preliminary reviews and general consumer excitement, they wanted an aggressive campaign to continue the momentum and communicate their “challenger” brand positioning. Our campaign introduced the Lancer Ralliart as the underdog vehicle in its class. One that dared to be different and asked potential buyers if they were truly one of “The Ambitious Ones.”