MINI brand campaign

Shereen Shabnam

I love brands who do brand campaigns that are not conventional. And I love high energy brand campaigns that make laid back Fijians like me jump up the chair, get excited and get moving. So hearing that the new MINI brand campaign has got underway with an established “NOT NORMAL” claim, my ears perked up.

Apparently, the global 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, will be rolled out worldwide through all communication channels.

At the heart of the MINI brand campaign are two new TV spots. The emotionally-powerful “A FRIEND FOR LIFE” spot 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 spot shows people in various stages of their lives who all share one thing in common: their passion for MINI. The spots have different endings: One shows former rally driver Rauno Aaltonen as an enthusiastic MINI fan. The spot can be viewed online at:

The second TV spot, “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 spot can be viewed online at:

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