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“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.
All-new 2017 Ford GT Concept — New 600 Horsepower Supercar
Ford today unveiled the all-new GT, an ultra-high-performance supercar that serves as a technology showcase for top EcoBoost performance, aerodynamics and lightweight carbon fiber construction.
The GT is one of more than 12 new Ford Performance vehicles coming by 2020. It joins Focus RS, F-150 Raptor, Shelby GT350 and Shelby GT350R in the growing Ford Performance lineup.
Beginning production late next year, the GT hits the road in select global markets to celebrate the 50th anniversary of Ford GT race cars placing 1-2-3 at the 1966 24 Hours of Le Mans.
“As we at Ford drive innovation into every part of our business, it’s worth remembering that our first innovation as a company was not in a laboratory, but on the racetrack,” said Mark Fields, Ford president and chief executive officer, referring to Henry Ford’s win of a 1901 car race that inspired financial backers to invest in his company. “We are passionate about innovation through performance and creating vehicles that make people’s hearts pound.”
The all-new GT supercar features rear-wheel drive, a mid-mounted engine, and a sleek, aerodynamic, two-door coupe body shell. It is propelled by the most powerful EcoBoost production engine ever – a next-generation twin-turbocharged EcoBoost V6 producing more than 600 horsepower.
Jaguar Land Rover introduces the 360 Virtual Urban Windscreen
Jaguar Land Rover is developing the 360 Virtual Urban Windscreen which allows drivers to get a complete, unhindered view of the road. Watch the video to see the transparent pillars, Heads-Up display and ‘Follow Me’ Ghost Car Navigation
See the new models and concept cars shown off at the 2014 Paris Motor Show
The Paris Motor Show 2014 kicked off on 2 October, and within hours we had floods of news, pictures and information direct from the show. We were expecting countless new car debuts, and a first look at some of 2015’s hottest cars – and we weren’t disappointed, as the wraps came off everything from the Jaguar XE and Mercedes AMG GT, to the new Volvo XC90 and facelifted Honda CR-V.
See the new models and concept cars shown off at the 2014 Paris Motor Show via the following photo gallery
With a fully automatic hood, 5.8-inch retractable display and quattro all-wheel-drive available, the Audi A3 Cabriolet is the complete package.
It delivers a perfect drive come rain or shine and is available with a wide range of diesel and petrol engines – all of which offer exceptional efficiency and performance.