Sometimes, the simplest advertising is the most effective
Sometimes, simplicity sells the message best when it comes to automotive advertising, and that’s exactly what Mitsubishi opted for in Australia when it came time to advertise the updated 1983 Sigma.
Only one camera angle features throughout, a close up of the front of each Sigma model from 1977, when it was then-badged a Chrysler, through ’til the latest 1983 model which now wore the Mitsubishi diamonds.
As each of them is christened by a champagne bottle, the tagline makes the model’s constant evolution each year clear, as “it just keeps getting better”. It mightn’t be the most catchy line, but there’s no missing the message.
But that was just to promote the sedan model. To advertise the 1983 Sigma ‘PowerWagon’, which had been “designed to meet the needs of the most up-to-date families”, Mitsubishi splashed some cash on the CGI family of the future.
Well, at least supposedly. The robot family the updated wagon was apparently aimed at aren’t exactly high-tech with what they’re actually loading into their new Sigma. Forget an iPad or e-scooter, because there wasn’t the foresight of quite such things back then. A regular old beach ball is supposedly enough to keep young robots entertained.
It’s also worth noting that 1984 saw quite the change in the Sigma’s advertising. Rather than keeping things subtle and simple, it was now time to get potential customers revved-up about the power it had on tap.
Making the observation that “too many four-cylinders are held back by engine size”, the 2.6-litre four-pot in the Galant-based sedan has “power when you need it”. Enough, it would appear, to shatter even the largest galvanised chain links.
Even dealers got in on the action when it came to creating imaginative Sigma ads at the time.
Sydney’s Purnell Bros Mitsubishi were keen to advertise the big deals they were offering on Sigma models in the early ’80s. It’s safe to say you won’t see ads quite like this these days.
