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.
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