PressClub Africa, DOM, East Europe · Article.
MINI Countryman in full flow
Wed Sep 01 10:00:00 CEST 2010 Press Release
“Flow” TV ad portrays multiple MINI Countryman cars at once
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Irmgard Arsenschek
BMW Group
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Author.
Irmgard Arsenschek
BMW Group
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Munich. MINI will release an innovative TV spot produced with cutting-edge film technology in September as part of its launch campaign for the new MINI Countryman. Under the campaign motto “MINI Countryman. Getaway”, this impressive piece of cinema showcases the versatility of the vehicle concept, and takes the viewer on a ride through the heart of Milan and around Lake Como. The MINI Countryman’s journey along every imaginable route is quite an adventure…
The new MINI Countryman commercial breaks the mould for traditional film advertising. New high-tech film technology mixes real cars with computer-generated images to produce unique, previously unseen effects.
The commercial was filmed in collaboration with well-known American director, Brian Beletic, and Sway Studios of Los Angeles, on location in Italy. The creative agency was BSUR, Amsterdam.
TV short clips
Several other commercials have already appeared on German television to mark the launch of the new MINI Countryman. Each of the short films adopts an unconventional storyline to highlight the MINI Countryman’s product features – 4 doors, more space (up to 5 seats), “All4” 4-wheel-drive and the versatile “MINI Centre Rail”
http://www.youtube.com/user/MINI#p/c/ED548F1C04E5780C
Print campaign
The MINI Countryman is also taking a new approach when it comes to print advertising. The focus here is on the “getaway” from the city to the country. These ads take MINI’s signature “look and feel” to the next level: The solid black backgrounds used in the past have been broken up to create a new dimension and “light boxes” added to make headlines stand out in 3D.
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