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In a move that reminds me very much of the BMW films, Mini is going to lauch a series of short films to advertise the Mini Coop. (not surprising given that Mini is owned by BMW). The movies bring back memories of the Knight Rider .. but are entertaining and engaging.

Mini USA are also planning to run cinema trailers through over 1900 theatres, and will also run print ads in Rolling Stone, Maxim and Men’s Health.

Check the site out at

Perspective: This is yet another example where marketeers have recognised that content is king. I believe Mini will get a far better return with this technique than running 30 second spots. i just wonder whether they could have implemented a “Consumer Generated Content” contest into the campaign .. as I am sure there will be some clever people making their own version which will of course be on YouTube soon.