Imagine being able to drive around Britain feeling free as a bird, with no traffic jams, no potholes, no cyclists, no massive lorries, no Ubers or motorcyle couriers getting in the way. Well, imagine no longer, dear readers, because this is the world according to the latest campaign from Mini.
Devised by S4 Capital agency Monks (they dropped the Media bit ages ago apparently) the campaign promotes the new all-electric Mini Cooper and Mini Countryman, in a move designed to inspire people to get behind the wheel and experience first hand what makes its all-electric family “so special”.
“How We Mini” aims to establish what it means to be a Mini driver, positioning the model as more than just a car, by inisisting it is a symbol of curiosity, and the fun of discovery, committed to Mini’s core values: iconic design, go-kart handling, and a driving experience that’s more fun than anything else on the road. You couldn’t actually make this up.
The campaign features characters who embody Mini’s British heritage and spirit of fun and adventure. First up, British designer and milliner Stephen Jones shares how he celebrates character, creativity and craft, driving his Mini Cooper around the deserted streets of the capital. His flair for bringing iconic, whimsical looks to life is a match made in Mini heaven, they claim.
Showcasing the all-electric Mini Countryman’s adventurous side, Dave Cornthwaite and his partner Ems – better known as Dave and Ems and leaders of the SayYesMore initiative – travel through the British countryside and along the coast from one adventure to the next. Their commitment to community-building, and embracing life to the fullest is the perfect power-up, according to the official blurb.
Running across social media platforms and Mini’s own channels, with films, stills and video, the campaign invites viewers to experience the cars for themselves, offering them a chance to see why the Mini Cooper and Mini Countryman are more than just cars – “they’re a way of life”.
Monks executive creative director for Mini Simon Poett said: “The Mini feeling comes to life when you are behind the wheel… so who better to be in the driving seat of these new editions. The suitably iconic Stephen Jones, heralded British milliner in our legendary Mini Cooper and Dave and Emms Cornthwaite whose big point of view on life needed a suitably big car, the Mini Countryman.”
So, what is the consensus around the Decision Marketing office?
Well, as is so often the case, the official blurb is a load of nonsense. It’s a bloody car, not a lifestyle. You get in it, start it up and off you go, from A to B. Naturally, that is not the adland way, they have to try to sell you the dream but when push comes to shove it’s still just a bloody car.
Mind you, the campaign itself is actually way better than you might expect if you have only read the Monks’ version of events, even though both executions see our protagonsists drive through roads devoid of traffic jams, potholes, cyclists, massive lorries, Ubers and motorcyle couriers. Now if they could guarantee that, we would be living the dream.
Decision Marketing Adometer: A ‘dream-on’ 7 out of 10
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