Here's an app for anyone who's daydreamed about mowing down annoying Facebook friends with large, fast-moving vehicles. "Mitsubishi Unpretentious" analyzes content from your friends' Facebook pages to determine your most pretentious friend—and then runs him or her over with a speeding 2013 Outlander Sport. Even though it was just his photo, it was shocking to see a vaguely remembered high-school friend get blown to smithereens in the middle of a desert. (It was also weird that the app thought a note about his daughter's water-polo game was pretentious, when it was actually sort of sweet.) Still, while the algorithm is not infallible, it's also not always wrong. After destroying Tony, it offered me five more friends I might want to run over—and one of them, I have to say, was spot on. William Gelner, executive creative director at 180LA, explains the campaign's impetus: "For many, social media has become a way to brag or show off. From posting images of expensive meals or wine they've had to exotic vacations they're on, this is an epidemic, and it's running rampant. This is weird, considering the economic climate we're in. Mitsubishi, a car with great design but at a more down-to-earth price, felt compelled to make a statement in-line with their brand ethos." And waste some people in the process. Check out the TV spot from the campaign, and credits for the Facebook app, after the jump.
CREDITS
Client: Mitsubishi
Campaign: Unpretentious Facebook Application
Agency: 180LA
Executive Creative Director: William Gelner
Creative Directors: Grant Holland and Gavin Milner
Copywriter: Kevin Steele
Art Director: Beth Fujiura
Head of Production/Managing Partner: Peter Cline
Senior Broadcast Producer: David Emery
Senior Interactive Producer: Christopher Neff
Account Director: Sandy Song
Account Manager: Cassie Jackson
Production
Live Action/Digital Production Co.: TOOL of North America
Director: Erich Joiner
DP: Mark Plummer
Executive Producers: Brian Latt, Dustin Callif, Oliver Fuselier
Line Producer: Kelly Christensen
Digital Producer/Creative: Sasha Koehn
ACD/Art Director – Renato Braga
Shoot Location: Ridgecrest, CA
Shoot Date: 8/1 & 8/2/2012
Editorial
Editorial Company: Brickyard VFX, Santa Monica
Editor: Lance Pereira
Executive Producer: Jeff Blodgett
Producer: Linda Jackson
Assistant Editor: Jeff Hayford
Completion/Special Effects
Lead VFX Artist / Colorist: Mandy Sorenson
Transfer Facility: Brickyard VFX, Santa Monica
Online: Brickyard VFX, Santa Monica
Recording Mix
Recording Studio: Eleven Sound
Date: 8/21/12
Final Mix: Eleven Sound
Mixer: Scott Burns
Asst Mixer: AJ Murillo
Executive Producer: DJ Fox
Music
Music Co: Mophonics
Creative Director: Steph Altman
Executive Producer: Michael Frick
Producer: Josh Marcy
Client Credits
EVP, EV OP, Sales Strategy & Corporate Planning: Masatoshi Hasegawa
Director, Advertising: Francine Harsini
Budget Manager: Kathy Seshiki
Sr. Procurement Specialist: Emi Clark
Manager, Interactive Marketing: Emily Yamamoto
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