MINI Re-Emerges into the New World with MINI Electric Model

MINI has launched a set of new films to mark the restart of production at its Plant Oxford factory. The 30, 20 and 10 second spots herald the reopening of the plant on Friday the 22nd May, following its closure in March to ensure the safety of workers and limit the spread of Covid-19. 

The films were created by Earned-First advertising agency, The Brooklyn Brothers. They star MINI Electric, the British carmaker’s first all-electric model.

As well as signalling the continued production of MINI Electric the films mark a small step forward in the nation’s journey to recovery.

The ads themselves feature behind the scenes footage shot inside the MINI factory in March, just before the plant paused production and lockdown began. A wealth of material was captured, which meant the core message could evolve with the changing times and allowed a more versatile film production process. 

The work reflects a shift in tone for advertising made during the pandemic, capturing MINI’s sense of optimism and sharing a more positive outlook as the country starts rebuilding itself and moving forward.

David George, director MINI UK & Ireland said: “The work captures the spirit of MINI perfectly at a time when everyone needs more positive news to share.”

George Bryant, founding partner and global chief creative officer at The Brooklyn Brothers, says: “We’re so proud to be partners with such an iconic and optimistic brand through such challenging times, and we are chuffed to be able to announce the re-opening of Plant Oxford and the resuming of an important British production story.”