Mini claims to have invented a new category of car, the FUV – or Fun Utility Vehicle – in a new ad campaign for the Mini Countryman.
Created by Ogilvy Melbourne, the campaign – which features an SUV crashing into a lamp post – portrays the Countryman as more fun than an SUV.
“What’s an FUV? Much more fun than a SUV for starters,” said Matt Schmidt, brand comms manager for Mini, in a press release. “The MINI Countryman FUV is MINI fun with a major difference – four doors and optional four-wheel drive. It’s big on fun and a big opportunity for the Mini brand in Australia.”
Michael McEwan, GM of Badjar Ogilvy, said: “The MINI Countryman Fun Utility Vehicle is packed full of serious driving fun. It’s got enough room for a modern family and all the go-kart handling you would expect from a MINI.”
“As a result, we’ve aimed to develop a campaign that will resonate with consumers who don’t take themselves too seriously, enjoy all life has to offer and most of all like to have fun,” he said.
- MINI Australia
- Matt Schmidt – Brand Communications Manager
- Gabrielle Byfield – Retail Marketing Manager
- Ogilvy Melbourne
- Fergus Donaldson – Group Creative Head
- Cam Mitchell – Group Creative Head
- Nathan Dixon – Senior Account Director
- Phil Foudoulis – Producer
- Alex McLean – Account Manager