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MINI announces a new Channel 4 sponsorship through everyday adventures
While we all long for escapism and adventure, MINI’s idents are a timely reminder that we can find it closer to home than we think, if we only use a little imagination.
Izzy Ashton
Deputy Editor, BITE CreativebriefMINI
MINI countryman and The Brooklyn Brothers team up with Bafta winning director; Michael Lennox, to launch Channel 4 sponsorship. The series of idents have been made to capture the fun and unique, everyday adventures that people experience, no matter how big or small.
- Agency:
- The Brooklyn Brothers, London
Sector
Automotive
Bite Insight
The word adventure has by definition been significantly altered by the events of the last year. As the country moves in and out of lockdowns, consumers’ freedom has been curbed and the chance to go on a ‘real’ adventure feels increasingly slim.
But in a new campaign, MINI want to capture everything that’s fun and unique about the everyday adventures people have, no matter how big or small.
In a series of TV idents created by The Brooklyn Brothers, BAFTA winning, Oscar nominated director Michael Lennox creates tales of returning to the great outdoors, all underpinned by a tongue-in-cheek optimism.
The ‘ADVENTCHAAA’ idents mark the announcement of MINI’s new sponsorship package with Channel 4 negotiated by Wavemaker to promote the MINI Countryman. The slots will be positioned around all ‘Adventures on 4’ programming in 2021.
Simon Poett, Executive Creative Director at The Brooklyn Brothers, says: “Our ‘Adventchaaa’ idents celebrate our thirst for fun & possibility in the everyday. Even at a time when it’s been thwarted, our thirst for Adventchhhha remains.”
While we all long for escapism and adventure, MINI’s idents are a timely indication that we can find it closer to home than we think, if we only use a little imagination. It’s also a compelling reminder of the competitive advantage that can come by investing in marketing at a time when your competitors may have hit the pause button.
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