Creative Direction: Zak Mroueh & Paul Lavoie
Art Direction: Lance Martin
Copywriting: Zak Mroueh
Director: Curtis Wehrfritz
Agency: Taxi, Toronto, ON, Canada
Client: MINI Canada
Post revisted ... The original Mini Coopers, which debuted in the late 1950s, were less superior in many ways than today’s models. Its many years of brand building had resulted in portraying an image that is a “Mr. Bean” car-like.
So to reposition the car in the minds of its target market, the relaunch of the Mini brand has focused on highlighting its newly improved characteristics.
Hence, this particular tv commercial depicts the Cooper’s power, as part of a campaign addressing many of its other features, such as roominess, coolness and overall practicality.