Car firm Mini has unveiled a cinema takeover to push its new John Cooper Works (JCW) range.

Titled the ‘Agents of Fun’, the marketing drive will run in Cineworld theatres nationwide for three months, It stars Jack Lowden, who plays River Cartwright in Apple TV’s hit spy show Slow Horses.

Crafted by creative agency Monks, the work features a hero film and blipverts, an online booking takeover and branded foyers.

At the centre of the campaign is a spot showcasing a series of stunts performed in its new vehicle. Each stunt is shown as being redacted before eventually being declassified in behind-the-scenes videos.

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Jeremy Kolesar, creative director, DCM Studios, commented: “Mini’s slick, spy-themed campaign uses cinema’s attributes to great effect, driving ticketholders along a series of touch points with an engaging visual identity. Great activations provide a new dimension to brands looking to harness the complete cinema experience, and we’re proud to put cinemagoers in the driving seat of Mini’s JCW.”

The firm was also named as the headline sponsor of Picturehouse’s Outdoor Cinema. As part of the deal, the car manufacturer will launch a series of activations, including a Mini JCW repurposed as a photobooth.

Test drive sign-ups will be provided with free popcorn. Branded blankets, pillows and wristbands will also be available.

Eponine Atkinson, planning partner at iProspect added: “We were thrilled to work closely with Mini on this bold, cinematic campaign. From pitch to planning, our focus was on aligning every media touchpoint with Mini’s brand ambitions, injecting fun, energy and creativity into a fully immersive experience that brings the JCW to life on the silver screen in our biggest ever cinema activation.”