Mini, This is My Drive

TV, SOCIAL, DIGITAL

MINI wanted a C4 TV campaign to broaden the appeal of their two latest 'partners in passion' models:

The MINI Clubman, the stylish choice for the 'modern rebel'
The MINI Countryman is a rugged SUV for those who 'come alive in the outdoors’.

We found two C4 TV personalities Charlie Luxton and Rick Edwards, whose passions aligned with each car but were also an unexpected twist on what they were known for.

Guilty admission: we made Rick do so many takes for his river swimming he got hypothermia, but a tinfoil blanket & a hearty cup of tea saved both him and his quiff.