Mini goes topless in latest campaign

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.”

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.


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


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