British automotive brand Mini is celebrating the launch of two new electric models with an integrated global campaign, showcasing its iconic cultural status.
Developed by marketing agency Anomaly, the creative will revolve around a pair of 45-second spots illustrating a bold visual world that brings an entirely new spin on the Mini’s brand identity.
Running across TV, out-of-home, social media and digital, the campaign will introduce the brand’s all-new electric models to the wider public, illustrating how it is embracing innovative technologies whilst staying true to its roots.
Subscribe to Marketing Beat for free
Sign up here to get the latest broadcast advertising news sent straight to your inbox each morning
“MINI have designed the return of an icon. A MINI imagined around the driver as it was with the 1959 Mini. More human, more personal than anything else,” Anomaly London ECD, Joe Corcoran said.
The cars are a leap forward in design and we gave ourselves the challenge of giving them a cultural re-introduction, which is how
we got to “Nice to meet you again”. Like with the cars, MINI have been great at allowing the work to be freed from the common tropes of car advertising. Showing people in a more interesting, up close and personal way. With abstract ‘pumps’ to express product features. All set to an absolute late 80s belter. It’s been an honour for us to express the new identity of the future of MINI.”
Mini’s new creative direction looks to embrace its target of becoming a fully electric brand by 2030, and will launch throughout a range of key markets including the EU, UK, USA, China, Japan, and South Korea.
