In 1973, the marketing department at Mitsubishi Motors was preparing the launching of its four-wheel-drive car. It was named after « Leopardus pajeros », the Pampas Cat which inhabits the Patagonia region in southern Argentina… So Mitsubishi decided to name the car: the Pajero. Sadly, the word ‘pajero’ in Spanish is far more frequently understood to mean ‘wanker’ than ‘wild cat’. This unfortunate choice of name meant that, despite its heritage, the vehicle couldn’t be sold in Hispanic countries until it was renamed as the Montero, (meaning « mountain warrior »). But, the story is only complete if you understand that the Pajero/Montero is branded « Shogun » in United Kingdom. Read more »
Umbrella salesmen do a very good business in Halle. The German city regularly tops the polls as Europe’s wettest city. Good weather for umbrella salesmen used to mean bad weather for those in the convertible car rental business, until now.
In a bid to promote rentals of their convertible car fleet, German car rental firm Sixt decided to bring some much needed sunshine to the soggy citizens of Halle. Using technology pioneered at the Beijing Olympics, the ever present rain clouds were dispersed and Halle’s motorists donned their shades and took to the streets in rented cabriolets.
In a technique called ‘cloud seeding’, silver iodide can be released into cloud formations and cause the clouds to increase precipitation and therefore quickly dissipate. This technique is widely practised to clear foggy skies surrounding airports.
Sixt has a strong track record of innovative campaigns, animated URL bars and ASCII art on google searches. Continuing their style of humorous creatives, this short film presents Lieutenant Colonel Sandro Wolf of Fighter Bomber Wing 37 as a man on a mission against the inclement weather. During July 2009, armed with his missiles of silver iodide, the Lieutenant took to the skies 109 times and dispatched any threatening rain clouds.
Sandro won many fans among the local residents who hailed him as a hero for and credit Sixt for their best July weather ever recorded. The unassuming Sandro is, as ever, philosophical about his work. “What Sixt has done in Halle is amazing,” he muses while smoking a cigarette on the tarmac “and should definitely set and example for others. . . I am honoured to have been a part of it.”
In 1973, the marketing department at Mitsubishi Motors was preparing the launching of its four-wheel-drive car. It was named after « Leopardus pajeros », the Pampas Cat which inhabits the Patagonia region in southern Argentina… So Mitsubishi decided to name the car: the Pajero. Sadly, the word ‘pajero’ in Spanish is far more frequently understood to mean ‘wanker’ than ‘wild cat’. This unfortunate choice of name meant that, despite its heritage, the vehicle couldn’t be sold in Hispanic countries until it was renamed as the Montero, (meaning « mountain warrior »). But, the story is only complete if you understand that the Pajero/Montero is branded « Shogun » in United Kingdom. Read more »
