The other night I was watching an NHL playoff game — a rare occurrence in and of itself. But then something else even stranger happened. I saw a national car commercial that actually mentioned temps. And not only did it mention temps, and show temps at work, as it were, but the entire platform and national ad campaign is actually labeled Temp Drive. How cool is that? Or is it?
When I watched the 30-second spot the first time, I thought that it was kind of disparaging of the temp. The ad says Mitsubishi is hiring some temp replacements to do your work so you can go drive an Outlander Sport for an entire day. We see the happy test drivers cruising around, then cut to the shot of the temp back at the office as he places a plastic palm tree on what looks like to be a model of a house. At first I thought it was showing the temp just playing around, but after a second viewing realized he could be an architect continuing the work on an architectural model. Take a look and let me know your take.
Mitsubishi’s “Temp Drive” campaign invites viewers to this online hub, where they can sign up for a chance to win a day off driving around in the vehicle – with a temp filling in for them at their places of employment.
And not just any temp. Mitsubishi has an opera singer, magician, DJ, librarian, meteorologist, and rocket scientist standing by to take the three winners’ places at work.
“The TV commercial showcases what an ideal day off might be,” said Grant Holland, creative director, 180LA, Mitsubishi’s creative agency. “Next, we want to show what happens when people get a real day off.”
{ 3 comments… read them below or add one }
I like it. The palm tree is passed off to the temporary employee as the full-time employee is getting into the Mitsubishi, so it looks like it’s part of the actitectuaral job. This looks like positive press!
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It’s funny but I don’t see it putting the temp in a good light. He looks afraid to place a tree. Perhaps people will realize that they too can hire a temp when someone needs a day off!
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Two comments, two slightly different views! Thanks Eddie Ray and Shelly, and I kind of agree – with both of you.
When I view the spot once, I see it one way, while another viewing has me seeing it another way.
And maybe it doesn’t even matter, maybe we’re just being too sensitive. Is it enough that a national ad campaign is centered on temps?! You can’t say that happens often.