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Skoda and MINI get top safety ratings

Wednesday, May 31, 2017Škoda and MINI get top safety ratings Today, Euro NCAP releases the results of four new cars. The MINI Countryman and Škoda Kodiaq are both awarded a five-star rating. Nissan’s new Micra gets four stars with standard equipment and five stars with the optional safety pack (1)....
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MINI Cooper S E Countryman ALL4

Friday, March 3, 2017All-new 2017 MINI Cooper S E Countryman ALL4 The first plug-in hybrid model of the British premium brand hits our roads in 2017 – the all-rounder for town and country now also offers the option of purely electric and therefore locally emissions-free mobility. Hallmark MINI driving fun...
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The 2017 Chevrolet Bolt electric car, Honda Ridgeline pickup and Chrysler Pacifica minivan were named 2017 North American Car, Truck and Utility Vehicle of the Year

Tuesday, January 17, 2017The 2017 Chevrolet Bolt electric car, Honda Ridgeline pickup and Chrysler Pacifica minivan were named 2017 North American Car, Truck and Utility Vehicle of the Year The announcement was made at the North American International Auto Show Monday in Detroit. The Bolt electric car received 364 points...
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The new MINI Seven

Friday, May 27, 2016The new MINI Seven A sense of individual style has always been an integral part of the unmistakable MINI feeling. With the new MINI Seven, the British brand now goes even further in showcasing the distinctive qualities of the original in the small car segment. The first...
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“This Day Forward” & Joachim Back marks the launch of the new MINI Convertible



“This Day Forward”: Joachim Back marks the launch of the new MINI Convertible

MINI has launched the third phase of the new MINI Convertible campaign with the release of the short film “This Day Forward”.
Protagonist Jake finds himself in such a situation, in which he has to decide whether to sell his record label in a deal worth millions or reject the offer and continue to pursue his dream in the music business. A total of three episodes, in which Jake relives the day of his decision, show how Jake gradually resolves to follow his heart. The film’s unique narrative mechanism, which reveals different facets and details of the story step by step, creates suspense and visualises the implications of Jake’s dilemma.

With this story, the short film personifies in Jake both the MINI target group’s positive and cosmopolitan attitude to life and the character of the new MINI Convertible – freethinking and open-minded, with a zest for life.

The short film entitled “This Day Forward” was shot on location in and around Miami and the Florida Keys. The Gulf Coast, with its white beaches and palm trees, and the multicultural, open-minded city of Miami correspond to the positioning of the MINI Convertible. The screenplay was written in close cooperation between MINI and the agency WCRS in London; Oscar-winner Joachim Back was directing. The Danish director’s experience with short films makes him the ideal creative partner. With his ambitious cinematic aspirations and love of detail, his work for the MINI Convertible goes far beyond the classic promotional film. His interpretation of the MINI Convertible’s character creates something quite unique.

The fact that the campaign centres on a short film, rather than classic advertising media, underlines the new MINI brand strategy, with a stronger focus on authenticity and content. With a short film, MINI is deliberately distancing itself from regular advertising media and setting a new benchmark. In this way, MINI is responding to the changing needs of its target group, for whom classic advertising is less and less relevant. Instead, the campaign relies on Jake’s relevant and authentic story to convey MINI’s core brand values of passion and a positive attitude to life in an emotional and contemporary way.

“By presenting the MINI Convertible attitude in a unique film, we are able to create a sustainable and authentic experience with an intensity that cannot be achieved in a regular ad”, explains Marc Lengning, head of MINI Brand Management.

The short film is the heart of the global MINI Convertible campaign. The campaign claim “Stay Open” symbolises the diversity of its target group and ties in with the “Always Open” campaign for the previous model. On a rational level, it highlights the possibility of driving the new MINI Convertible with the top down for even longer, thanks to new product features. On an emotional level, it reflects the free-spirited attitude of its target group, which is always cosmopolitan and open-minded.

MINI One Convertible

Friday, January 22, 2016MINI One Convertible Open-top driving fun in the world’s only premium convertible in the small car segment advances to the next stage. The new MINI Convertible is raring to go and ready to greet the upcoming spring season. The open-top 4-seater goes out to dealerships on March...
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The new MINI Clubman ALL4

Wednesday, January 20, 2016The new MINI Clubman ALL4 The very latest MINI feeling in a whole new dimension – now also available with all-wheel drive; new MINI Clubman ALL4 combines the innovative vehicle concept in the premium compact segment with an even sportier and more versatile version of hallmark brand...
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The new MINI John Cooper Works Convertible

Friday, January 15, 2016The new MINI John Cooper Works Convertible John Cooper Works now launches the second top athlete of the new model generation; new MINI John Cooper Works Convertible invites racing fans to enjoy extreme driving fun in a particularly exclusive way; unique vehicle concept in the small car...
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