The BMW Group’s Mini Australia has launched a new campaign in Australia via Betty Wants In.
The campaign promotes the Mini Convertible in a tongue-in-cheek manner, with a topless couple.
In the over a minute spot, the mockumentary-style video sees a nudist couple explain what they like about their lifestyle, before it is revealed that the lifestyle is owning a Mini Convertible.
Head of Mini Marketing ANZ, Alex Mclean, said: “To reference the famous quote from Dave Trott: ‘creativity is the last legal unfair competitive advantage we can take to run over the competition’. We have taken this approach while working with our partner, Betty Wants In, to create this narrative that is truly revealing and engaging. Capturing the quintessential Mini personality is what enables the brand to stand out from the rest.”
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Betty Wants In director Dom Meehan added: “A funny script is one thing. A brave client willing to make it happen – that’s entirely another. We’re incredibly grateful to have had both.”
The campaign channels are Unruly, Amobee, Twitch, Pedestrian, Pinterest and YouTube.
Credits:
Client: MINI Australia and NZ
Alex Mclean – Head of Marketing – ANZ
Victoria Abbass- Retail & Network & Network Manager
Jess Ashworth – Marketing
Production Company: Betty Wants In
Director – Dom Meehan
Producer – Drew Dunlop
DOP – Shelley Farthing-Dawe A.S.C
Casting: Studio P
Production Designer – Sarah Minson
Editor – Michael Houlahan. A.S.E.
Sound Design – Aaron Darcy
Colour and Online – Sam McCarthy via Post Lab .io
Media: Atomic 212