The Sphere quickly became an instant hit and a major attraction in Las Vegas. It was only a matter of time before automakers recognized its potential for creating attention-grabbing ads. Mini is among the first companies to leverage the enormous spherical display, putting on a show that highlights the new mascot, Spike, and the 2025 Countryman Electric.
The cute little dog that also serves as Mini’s Intelligent Personal Assistant, performs a series of entertaining tricks on the world’s largest LED screen, measuring 366 feet in height and 516 feet in width. After engaging with spectators, the larger-than-life Spike eventually finds himself inside the all-new 2025 Mini Countryman Electric. The crossover is the first production Mini to introduce its new infotainment system, featuring Spike as a personal assistant, always willing to cheer up the occupants.
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In a weird case of a screen within a screen, Mini’s Sphere takeover also highlights the new OLED infotainment display. This circular unit will be the centerpiece of the interior in both the 2025 Mini Countryman compact SUV and the 2025 Mini Cooper supermini, changing appearance thanks to the personalized “Experience Modes”.
The unique campaign was created in collaboration with independent creative agency Pereira O’Dell. Its CEO, Rob Lambrechts, said that the Sphere presented them with “a new kind of creative challenge. Both in a physical sense, and a contextual one”, adding that their goal was to create an “art piece” instead of a traditional ad.
The Mini-themed show will be held from November 27 to December 2. Visitors in Las Vegas on December 1st will have the chance to witness Mini’s special four-hour takeover of the Sphere.
