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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.
Based on the BMW Group’s VALVETRONIC technology, this system optimises both the engine’s responses and its efficiency. Under the bonnet of the MINI Cooper S Paceman, this system joins forces with a twin-scroll turbocharger and direct injection to generate maximum output of 135 kW/184 hp at 5,500 rpm. Plus, peak torque of 240 Newton metres (177 lb-ft) is on tap between 1,600 and 5,000 rpm. An overboost function is at the driver’s disposal to provide particularly powerful bursts of acceleration, increasing torque to as much as 260 Newton metres (192 lb-ft) for a short time between 1,700 and 4,500 rpm.
All of which enables the MINI Cooper S Paceman to sprint from 0 to 100 km/h / 62 mph in 7.5 seconds (automatic: 7.8 seconds) on the way to a top speed of 217 km/h / 135 mph (212 km/h / 132 mph). Despite this smile-inducing acceleration, average fuel economy in the EU test cycle stands at an impressive 6.1 (7.1) litres per 100 kilometres / 46.3 (39.8) mpg imp and CO2 emissions are just 143 (166) grams per kilometre.
Developing maximum output of 90 kW/122 hp at 6,000 rpm and with peak torque of 160 Newton metres (118 lb-ft) available from 4,250 rpm, the engine powering the MINI Cooper Paceman also has what it takes to fuel plenty of sporty driving fun. The 0-100 km/h / 62 mph dash is all over in 10.4 seconds (automatic: 11.5 seconds) and top speed stands at 192 km/h / 119 mph (184 km/h / 114 mph). Average fuel consumption for the MINI Cooper Paceman in the EU test cycle is 6.0 (7.2) litres per 100 kilometres / 47.1 (39.2) mpg imp, while CO2 emissions come in at 140 (168) grams per kilometre.
A turbocharger with variable turbine geometry and common-rail direct injection allows the diesel powerplants driving the MINI Cooper SD Paceman and MINI Cooper D Paceman to offer both instantaneous pulling power and exceptionally low fuel consumption. What’s more, the engines’ aluminium construction allows weight to be kept impressively low and smoothness to take a front seat. The engine fitted in the MINI Cooper SD Paceman produces maximum output of 105 kW/143 hp at 4,000 rpm from its 2.0-litre displacement. Maximum torque of 305 Newton metres (225 lb-ft) can be accessed between 1,750 and 2,700 rpm. The resultant power delivery allows the MINI Cooper SD Paceman to sprint from rest to 100 km/h / 62 mph in 9.2 seconds (automatic: 9.4 seconds) and hands it a top speed of 200 (197) km/h / 124 (122) mph. The impressive efficiency of the more powerful of the two diesel engines is reflected in average fuel consumption in the EU test cycle of 4.6 (5.7) litres per 100 kilometres / 61.4 (49.6) mpg imp and CO2 emissions of 122 (150) grams per kilometre.
The MINI Cooper D Paceman also stands out with its superb balance of brawn and economy. Its diesel powerplant has 1.6-litre displacement, rising to 2.0 litres if the optional automatic gearbox is specified. Maximum output stands at 82 kW/112 hp and is available from 4,000 rpm, while peak torque of 270 Newton metres (199 lb-ft) is served up between 1,750 and 2,250 rpm. The MINI Cooper D Paceman accelerates from 0 to 100 km/h / 62 mph in 10.8 seconds (automatic: 11.2 seconds) on the way to a top speed of 187 (182) km/h / 116 (113) mph. The exemplary efficiency of this variant is headlined by average fuel consumption in the EU test cycle of 4.4 (5.6) litres per 100 kilometres / 64.2 (50.4) mpg imp and CO2 emissions of 115 (149) grams per kilometre.
Six-speed automatic gearbox and ALL4 all-wheel drive on the options list.