
I was surprised when I saw the new commercial for the Eclipse that's playing in the US now. It looks like Mitsubishi is trying to cash in on the Japan craze.
Mitsubishi marketers hope to ride a new-age wave called Japanese Cool or J. Cool.
Above from WardsAuto
The introductory :60/:30 television spots for the new Eclipse (called "Kodo") intercuts shots of the standout styling and performance of the all-new 2006 Eclipse sport coupe with the rhythmic sounds of Kodo drums, whipping viewers into a frenzy before coming to a stop on the new theme line, "Driven to Thrill." Print, outdoor and point-of-sale materials reinforce the excitement of owning and driving a Mitsubishi, and are inspired by Japanese pop art culture.
Above from Yahoo! News
See the CM here.