With the new Mini hatch set to be unveiled on November 18, the carmaker is affording us a sneak peek of the ad campaign for the new model. Mini says the campaign will feature “tongue-in-cheek stories” that will emphasize the driving fun offered by the brand, as well as “the powerful emotional bond established between drivers and their Mini”.
Speaking of emotional bond, one of the TV commercials will feature a familiar figure – Spike, the English bulldog. The same animal appeared in the recent Mini brand campaign featuring the claim “Not Normal”, with the dog also featured on Mini lifestyle products including cushions, USB sticks, key rings and smartphone covers.
In the ad, bulldog Spike rides in the new Mini along with his master, when a challenge arises: an enormous Great Dane. The bulldog solves the problem and becomes fond of his master’s new Mini, showing it “the way only he knows how”.
The commercial was shot at a Hollywood studio and in the streets of downtown Los Angeles. Over 120 crew members participated, including a special team of dog experts to keep Spike in good shape.
Mini has chosen November 18 to unveil the new hatch as the date has a special significance for the brand: it marks the 107th birthday of Sir Alec Issigonis, the father of the Mini.
The world premiere will be held simultaneously in London and at the Mini plant in Oxford. The car will be showcased in the same week at the auto shows in Los Angeles and Tokyo, with the new Mini to launch worldwide in the first quarter of 2014.
By Dan Mihalascu
PHOTO GALLERY
