MINI have been filming the launch campaign for their third-generation car, in the streets of downtown Los Angeles, which will feature a very special co-star, Spike, the British Bulldog (although oddly MINI describe him as an ‘English’ Bulldog in their press material).
The ad, which was shot with several different endings and edited for TV and long-form web format, required the support of 120 crew members and was developed and implemented by San Fransisco creative agency BSSP, Hamburg-based film production company Sterntag and the global MINI brand communications team.
The story line follows Spike’s first ride in the new MINI, which he defends against the advances of an enormous Great Dane. In true Hollywood style, despite initial reservations, both Spike and MINI bond by the end of the test drive and the relationship begins.
It’s not the first time MINI and a British Bulldog have appeared together in front of the camera – the brand’s recent “NOT NORMAL” campaign introduces the pairing, while Spike is also the most popular of MINI lifestyle products, appearing on cushions, USB sticks, key rings and smartphone covers.
The campaign kicks off at the same time as the third-generation MINI is launched at the MINI Plant in Cowley, Oxford on 18 November 2013 – the 107th birthday of Sir Alec Issigonis.
During the same week it will be unveiled in Los Angeles and Tokyo – first at the Tokyo Motor Show followed just hours later by the Los Angeles Motor Show in California, while a separate presentation will be made to the Chinese market at a special event in Shanghai.
The new MINI will be launched worldwide in the first quarter of 2014, featuring a series of brand new three and four-cylinder engines, electrically adjustable dampers for the first time and a new development of BMW’s electronic power steering (EPS). Despite its increased size, the third-generation MINI is in fact lighter, more agile and up to 7 per cent more fuel efficient than its predecessor.