Channel 4 and MINI UK launch latest ad

3 May 2016

4 Sales and MINI UK unveiled the latest ad for MINI’s Countryman model this week featuring TV presenter Rick Edwards revealing his hidden passion for river swimming.

Creative agency iris is responsible for the creative concept, which sought to showcase the Countryman’s functionality when it comes to adventuring outdoors. The ad follows Rick as he takes a weekend drive through the countryside in a MINI Countryman, discussing his passion for river swimming before braving the waters to swim in a nearby secluded river.

iris worked alongside Channel 4 partner ‘The Outfit’, who oversaw the production of the project and acted as brand guardians for Channel 4. The partnership was negotiated and managed by The Story Lab and Vizeum.

The release of ‘Countryman’ follows the launch of the ad for the new MINI Clubman model during Indian Summers last month, featuring Homes by the Sea host Charlie Luxton. With an enviable eye for design, Luxton was the ideal fit for the style driven Clubman, which partners a passion for detail with design.

The ads for both MINI’s Clubman and Countryman models will air across Channel 4 around programming specially selected for the brand such as Gogglebox, Sunday Brunch and George Clarke’s Amazing Cabins in the Wild.

Angus Mitchell, Agency Principal at Channel 4 said: “We are delighted to partner with MINI for the launch of these new bespoke ads. It’s testament to the close collaboration between the client, creative and media agency, production company and Channel 4 that we’ve been able to deliver this entertaining new campaign.”

Michelle Roberts, Head of Marketing at MINI UK said: “Rick Edwards and Charlie Luxton perfectly encapsulate the spirit of MINI Countryman and the new MINI Clubman. We’re thrilled to be working with Channel 4 to tell the stories behind these unique cars across some of the network’s most adventurous programmes.”

Chris Langley, Group Head for MINI at Vizeum said: “We were really excited when MINI asked us to break the mould of traditional car advertising to support this campaign. Working with a progressive broadcaster in Channel 4 has given the campaign the scale, impact and differentiation that we wanted to achieve.”

Charlie Read, Founding Partner at The Outfit said: “We've thoroughly enjoyed bringing together well known Channel 4 talent with such an iconic car brand."

The partnership was brokered by Melanie Ball, Partnership Account Manager at Channel 4 and Emma Lockett Account Director at The Story Lab.

 

Ends

 

 

 

Notes to editors

 

Creative Credits

Ad Agency - iris

Art Director - Pete Sanna

Copywriter - Matt Weston

Creative Director - Nina Taylor

TV Producer - Andy Gorton

Senior Account Manager – Tanya Coyle

Content agency - The Outfit

Editorial team – Gemma Crawley, Becky Maynard, Daniella Jacobs

Director – Southan Morris

Producer – Ben Walker

Exec Producer - Emily Griffiths

Director of Photography – Simon Rowles

Post House - Envy

 

The BMW Group

With its three brands BMW, MINI and Rolls-Royce, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. As a global company, the BMW Group operates 30 production and assembly facilities in 14 countries and has a global sales network in more than 140 countries.

In 2015, the BMW Group sold approximately 2.247 million cars and nearly 137,000 motorcycles worldwide. The profit before tax for the financial year 2015 was approximately € 9.22 billion on revenues amounting to € 92.18 billion. As of 31 December 2015, the BMW Group had a workforce of 122,244 employees.

The success of the BMW Group has always been based on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy.

 

www.bmwgroup.com

Facebook: http://www.facebook.com/BMWGroup

Twitter: http://twitter.com/BMWGroup

YouTube: http://www.youtube.com/BMWGroupview

Google+:http://googleplus.bmwgroup.com

About The Outfit

The Outfit is a creative company that specialises in entertainment-led marketing that people want to watch, share and talk about. We bring the worlds of brand building, advertising and entertainment together under one roof to create highly effective campaigns that work contextually, and blur the boundaries between programming and advertising.

 

We’re also experts in navigating the broadcast space and managing the multiple stakeholder relationships required to deliver successful partnerships. From live ads, to campaigns that are contextual to channels, programming or platforms, to clever use of well know talent, and harnessing of technology including integration of social media feeds into TV advertising, to creating content for branded YouTube channels – we’re at the forefront of smart production solutions for brands.

 

About Story Lab

The Story Lab is the global content division of the Dentsu Aegis Network. Our mission is to produce, distribute and invest in innovative entertainment content that travels across territories, channels and devices. We use data and insight to develop market leading ideas that engage audiences and help brands connect with culture. We have a formula for doing that, and the clue is in our name.

 

THE STORY

• We combine data and editorial talent to identify the right stories, storytellers and content formats for some of the most innovative brands in the world

THE LAB

• We work with forward thinking production, media and entertainment companies to fund, produce and distribute premium content that travels.

 

The Story Lab UK team is comprised of multi-disciplinary talent that includes creative, production, content & media partnership specialists who create, curate, negotiate and manage integrated solutions for brands with entertainment across all consumer touch points. The Story Lab’s success has been endorsed by the various media partners, production companies & clients with whom we work. 2016 is set to be another exciting and successful year with a continued projected growth.

 

http://storylab.com/