Nothing to hide when it comes to the brand’s cheeky personality.
MINI Australia’s latest creative campaign to promote the new MINI Convertible features a racy interpretation of open top driving thrills.
The satirical video interviews naturists Adam and Evonne and their neighbours regarding the couple’s newfound love of travelling topless around town in their new Zesty Yellow MINI Convertible.
Head of MINI Marketing ANZ, Alex Mclean, said the MINI brand had nothing to hide when it came to showcasing the brand’s cheeky personality.
“To reference the famous quote from Dave Trott: ‘creativity is the last legal unfair competitive advantage we can take to run over the competition’, Mr Mclean said. “We have taken this approach while working with our partner, Betty Wants In, to create this narrative that is truly revealing and engaging. Capturing the quintessential MINI personality is what enables the brand to stand out from the rest.”
Betty Wants In Director Dom Meehan said he was thrilled to have MINI onboard with the eccentric, fun concept.
“A funny script is one thing. A brave client willing to make it happen – that’s entirely another,” he said. “We’re incredibly grateful to have had both.”
The campaign rolled out online across Australia and New Zealand from late last week.
Credits:
Client: MINI Australia and NZ
Alex Mclean - Head of Marketing - ANZ
Victoria Abbass- Retail & Network & Network Manager
Jess Ashworth – Marketing
Production Company: Betty Wants In
Director – Dom Meehan
Producer - Drew Dunlop
DOP – Shelley Farthing-Dawe A.S.C
Casting: Studio P
Production Designer – Sarah Minson
Editor – Michael Houlahan. A.S.E.
Sound Design – Aaron Darcy
Colour and Online – Sam McCarthy via Post Lab .io
