Rashida Jones takes the stage as Mitsubishi’s first U.S. brand spokesperson
Whether she’s dishing out deadpan as quippy salesperson turned regional manager Karen Filippelli or balancing out her high-energy BFF Leslie Knope as cool, calm Ann Perkins, Rashida Jones can deliver a performance with confidence.
Her new role? Helping inspire that same confidence for Mitsubishi customers.
The actress, director, producer and writer best known for her roles in “The Office” and “Parks and Recreation”, is now the face of Mitsubishi Motors North America and its new customer-care program, Mitsubishi Motors Confidence. She becomes the first brand spokesperson in the Japanese automaker’s 40-plus-year history in the U.S.
The company said advertising featuring Jones will begin this weekend, including this spot.
MMNA vice president of marketing Kim Ito said Jones was “our immediate choice” as spokesperson because “she is witty, likeable and immediately relatable to our customers.”
“Heading into the year-end shopping rush, what better way to cut through the noise and distraction of the season than launching a partnership with one of the hottest names in entertainment today, Rashida Jones?” Ito said. “Her presence helps us tell our unique story: our vehicles are an approachable, affordable and attainable choice for smart customers.”
Jones said she is “honored” to be the first in the role for Mitsubishi.
“The company has an impressive history and is now becoming relevant to a new generation of customers especially with the Outlander SUV,” she said, “and I’m excited to be a part of their success.”
Mitsubishi Motors Confidence builds on the brand’s existing 10-year/100,000-mile powertrain limited warranty, five-year/60,000-mile limited warranty and five-year/unlimited-mile roadside assistance programs by introducing a two-year/30,000-mile limited maintenance included program, which provides three oil changes, three tire rotations and one cabin air filter for customers of 2024 model-year vehicles.
MMNA said the addition of the included maintenance program is expected to drive return visits for service and encourage repeat purchases.
The company said the Mitsubishi Motors Confidence marketing plan includes activations in broadcast and connected television, paid search and social media using the brand’s industry-first real-time vehicle configurator, endemic advertising on select vehicle research and buying sites, and a focus on programmatic advertising during top-level sporting events across the NFL and NCAA football.