Mitsubishi is determined to make an impression on consumers with its 2011 Outlander and Outlander Sport. After setting five Guinness world records in 24 hours in freezing temperatures, the company feels the dynamic duo is ready to take on the windy roads of the Andes Mountains in South America.
The Japanese automaker recently launched an ad campaign to prove how effective the advanced All-Wheel Control (S-AWC) system in the Outlander and Outlander Sport can be. It first took the crossover pair to Alberta in Canada, where the two achieved a record of shortest braking distance by a vehicle on ice, among others. This video previews the twosome as they begin their journey through the dangerous Yungas Road in Bolivia, deemed the “Road of Death.” The narrow and incredibly steep road lacking rail guards has reportedly claimed the lives of some 200 to 300 travelers each year.
In order take viewers on a test drive unlike any other, the Mitsubishi team installed a 360 degree camera in the vehicles, allowing you to experience the imminent danger of the sheer cliff drop offs of more than 1,800 feet, poor visibility, and unpredictable weather.
"It's about what a brand does as well as what it says. So we didn't want to just talk about Mitsubishi's All-Wheel Control (AWC), we wanted to prove it by actually taking on the world's most dangerous road. We documented the whole event, every hair-raising turn, and allow people to ride shotgun with a 360 cam," said William Gelner, Executive Creative Director at 180LA.
Go behind the scenes with the Mitsu Team for a peek of what is to come, and then head over to the website to see how the compact crossovers performed on the treacherous road.
Source: Mitsubishi, Youtube