To promote its partnership with Team GB and Paralympic Team GB, MINI has released a short film called ‘Britalian Job’ which updates the classic 1969 movie by bringing its spirit to London 2012.
The film stars several British sporting legends attempting to track down a motorcycle-riding thief who has stolen Olympic gold medals, spearheads the automaker’s campaign for its limited edition London 2012 model. Former Olympic champions Daley Thompson, Matthew Pinsent, James Cracknell and Jonathan Edwards all feature.
MINI, who’s parent BMW is an official LOCOG sponsor, has brought out a special edition London 2012 car complete with the Team GB logo on the roof, a Union Jack sports stripe and the London skyline etched across the dashboard.
Helmed by lead Top Gear director Phil Churchward, the film is an updated homage to The Italian Job and is thus packed with stunts performed by red, white and blue MINIs passing iconic London landmarks from Parliament and Knightsbridge to the Olympic Stadium itself.
The wider campaign is running under the twin taglines ‘It’s a Team GB Adventure’ & ‘It’s a Paralympic Team GB Adventure’ – a twist on the brand’s ongoing umbrella ‘MINI Adventure’ idea.
The film drives consumers online to the campaign’s microsite which includes a range of other London 2012 MINI features. Perhaps the most notable of these is a ticket competition in the form of an attempt by the brand’s to build a collective roar for Team GB.
In a show of athlete support and an attempt to motivate British Olympians to give their best, MINI is building an inspirational ‘collective roar’. Consumers can submit their own personal roar at either one of the MINI Team GB Roadshows or upload it on the microsite. These will then be synthesised into a combined ‘Great British Roar’.
Those uploading their own contribution will then be entered into a competition to win tickets to London 2012.
The website also includes a range of model specific features including an online brochure download function and the ability to sign-up to news, deals and offers from the programme website
Comment:
A well shot piece of film fun that matches MINI’s quirky personality and its legacy of humour-driven marketing, the short film has thus far racked up 45,000 YouTube views.
But whether this slightly clichéd, well worn approach truly matches up to MINI’s eclectic and original advertising heritages is open to debate.
The brand is certainly making the most of the work with ‘Making Of’
and ‘Behind The Scenes’
supporting films seeded online.
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