PressClub Portugal · Article.
The Bulldog is back – the new MINI is coming.
Sun Oct 06 23:55:00 CEST 2013 Informação à Imprensa
Global TV campaign launch for new MINI starring Spike the English bulldog.
Contato de imprensa.
Margarida Peres
BMW Group
Tel: 214873000
send an e-mail
Autor.
Margarida Peres
BMW Group
Oxford. The production of the new MINI starts at
Plant Oxford, England, in just a few weeks time and will be unveiled
at the brand's home on 18 November 2013. The launch campaign kicks off
at the same time, once again centred around elaborately produced TV
commercials. Tongue-in-cheek stories showcase the unique driving fun
offered by the brand as well as the powerful emotional bond
established between drivers and their MINI. A familiar co-star will
appear alongside the brand new MINI: the English bulldog, Spike.
With the market launch campaign for the new MINI, the British
small car manufacturer continues the tradition of unconventional and
humorous appearances across a range of communication channels. The new
TV commercial was developed by creative agency BSSP in San Fransisco
and implemented by MINI brand communications and the Hamburg-based
film production company Sterntag. It conveys individuality a passion
for driving fun, innovative technology and a sense of quirkiness which
only MINI can offer.
On his first trip in the new MINI, bulldog Spike gets to know
and appreciate all the main strengths of the newest member of the
British small car family. And since the little guys always have to
stick together, whatever the species, Spike is also called upon to
defend MINI against the advances of an enormous Great Dane. In spite
of being sceptical initially, he becomes fond of his master's new MINI
by the end of the first test drive and proceeds to show it the way
only he knows how.
Shot with various endings and broadcast in different lengths,
the commercial was filmed at a Hollywood studio and in the streets of
downtown Los Angeles. Every single shot was meticulously rehearsed
over a period of four days with the huge logistical effort typical of
Hollywood productions. With over 120 crew members, MINI also enlisted
the help of a special team of dog experts. In addition to wranglers
and supervisors, there was a vet and even a make-up artist to ensure
the four-legged hero was always in good shape and perfectly presented.
MINI and the English Bulldog are old friends: an English bulldog
appeared in the recent MINI brand campaign featuring the claim
"NOT NORMAL". What is more, the MINI Collection would not be
complete without the bulldog: the cuddly version of the animal is one
of the most popular MINI lifestyle products. As well as being featured
on cushions, there are USB sticks, key rings and smartphone covers
featuring the iconic bulldog.
The official unveiling of the new MINI takes place on 18
November 2013 - the 107th birthday of Sir Alec Issigonis, who started
a revolution in automobile manufacturing with the first ever model
over 50 years ago. The world premiere will be held simultaneously in
the British capital of London and at the MINI Plant in Oxford, where
the new model is produced. The new MINI then sees its motor show
premiere in the same week, with virtually simultaneous presentations
in Los Angeles, California, and Tokyo, Japan. In addition it will also
be officially presented in Shanghai, PR China. The new MINI will be
launched worldwide in the first quarter of 2014.