(February 11, 2011) The Mitsubishi Outlander and Outlander Sport recently broke five Guinness world records within a 24-hour period and Mitsubishi is using the accomplishment as the premise for its new marketing campaign, a multi-tiered initiative aimed at showcasing the company's technological innovations.

Together with its agency of record, 180 Los Angeles (180LA), Mitsubishi put the vehicles' handling to the test on frozen Ghost Lake near Calgary, Alberta, Canada, in December with record low temperatures of -13° Fahrenheit. The goal was to showcase the sophisticated technology and capabilities of these vehicles.

"Breaking world records seemed like a worthy challenge, as well as a fresh idea for a marketing campaign," said Gavin Milner, creative director for 180 Los Angeles.

Driven by stuntman Garvin Cross who has appeared in dozens of movies and as a stunt double for Daniel Craig, the two vehicles broke the following records in 24 hours:

1. Greatest distance driven by a vehicle in reverse on snow in 30 seconds;
2. Shortest braking distance by a vehicle on ice;
3. Most vehicle figure eights on ice in two minutes;
4. Fastest vehicle slalom relay on ice; and
5. Fastest driven square lap.

"The spot clearly captures the incredible capabilities of our unparalleled all-wheel control system on our advanced Outlander family of vehicles, now even more relevant given the recent unpredictability in the weather," said VP of Marketing, Greg Adams.

The marketing campaign launched Feb. 9 and includes television, digital, social media and PR. Two television spots highlight the new world records and purposefully illustrate the vehicles' performance in extreme conditions to give consumers confidence in the vehicles' engineering and capabilities in every day driving. The spots will air on 12 network and cable TV stations, including ESPN, Discovery Channel, and FX.