British automaker Mini has launched its latest global marketing campaign, ‘Grab the Corners’ as the company works towards electrification.
The campaign, developed by Anomaly London aims to highlight Mini’s racing heritage while introducing its new electric models.
The launch coincides with Mini’s debut of its first all-electric John Cooper Works (JCW) models at the Paris Motor Show, which ran from 14-20 October 2024.
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The campaign features a series of films shot in Mexico City, showcasing the new JCW models. Charlie Cooper, grandson of the original Mini designer John Cooper, also makes an appearance in the campaign in a nod to the brand’s heritage.
“Six decades of underdog heritage. Incredible cornering. The mad Power-Boost button. This campaign proudly captures the performance and legacy of this iconic car as it races off into an electric future. We hope John would be proud,” Anomaly creative director, Simon Cheadle said.
The introduction of the electric JCW models comes at a time when Mini, like many traditional carmakers, is facing pressure to electrify its output to meet increasingly stringent emissions regulations.
Mini’s parent company, BMW Group has invested heavily in electrification across its brands.
