MINI gets ready to feel electric again

Brooklyn Brothers and MINI launch a set of new films to mark the restart of production at its Plant Oxford factory.

Like Comment

The 30”, 20” and 10” 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.”


The Brooklyn Brothers

We’re an earned-first advertising agency helping brands to Rise Above The Noise and earn a place in culture. From the outset, we built an agency capable of answering the needs of future-facing clients - those who demand big brand ideas without the heavy overheads of complex structures, multiple departments or the reliance on solely paid media. And we love to partner with ambitious marketers, who like us, believe that in today’s opt-out culture attention can no longer be bought, it must be earned first. We always strive to create big brand ideas that truly matter, the ones that will ‘Rise Above the Noise’ of culture, rise above the conventions of category and rise above the constructs and constraints of ‘traditional’ advertising. Because we believe that these are the ideas that earn their place in consumers lives and drives business outcomes for brands. We’ve combined the best of traditional ad agencies and the creativity of the entertainment industry with the distribution nous of a modern publisher to do this very thing. It’s how we create ideas that people & the media will want to talk about and share. We call it earned 1st, but to put it simply, it’s advertising that’s so good, it doesn’t feel like advertising. The Brooklyn Brothers strives to find new, different and effective ways of doing this for global brands such as Land Rover, Jaguar, NBC, Castrol, Lancôme, MINI, Financial Times, WaterWipes, American Express, First Direct and Photobox.

No comments yet.