Mini takes aim at SUV market with its ‘Fun Utility Vehicle’

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


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