NOT NORMAL – MINI brand campaign


Midrand. The new MINI brand campaign got underway   this past weekend (13 July) under the already established “NOT NORMAL”   claim. The campaign conveys the brand’s individual, high-energy   attitude to life and highlights the strong emotional and personal   connection between driver and MINI. “NOT NORMAL” focuses on MINI’s   strong, independent character. The campaign, which integrates the full   range of MINI products, is being rolled out worldwide through all   communication channels.

Mini Advertising Campaign

At the heart of the MINI brand campaign are two new TV commercials.   The emotionally-powerful “A FRIEND FOR LIFE” commercial shows in a   humorous way how MINI is a lifelong companion for young and old alike   in all situations of life. In typical MINI style, the commercial shows   people in various stages of their lives who all share one thing in   common: their passion for MINI. The commercials have different   endings: One shows former rally driver Rauno Aaltonen as an   enthusiastic MINI fan.

The second TV commercial, “BAND OF MINI”, shows four MINI drivers in   different MINI models who meet at a crossroads all listening in synch   to the song “I Believe In A Thing Called Love” by The Darkness. The   four come together to form a MINI band with a difference. The drivers   share a love of MINI, the same individual attitude to life and similar   interests – in this case, the same taste in music. The final scene   shows bulldog Tillman, the famous skating English bulldog, riding his skateboard.

The print campaignuses various colourful motifs with   mischievous   headlines to tell out-of-the-ordinary “NOT NORMAL”   stories. All   motifs share the same look and feel, and depict the   personal bond   between a MINI and its driver: for example, with the   image of a MINI   owner celebrating his MINI’s birthday with a cake in   the garage, or   a MINI whose driving dynamics are a source of artistic inspiration.

The campaign is also running in all relevant online channels. Social   media,in particular, has presented an unconventional   interpretation   of the brand campaign.

Images of MINI Advertising Campaigns