Men are being challenged. And it’s not only because woman are fighting for equality.
They are being challenged to rethink male stereotypes. To reassess what it is to be a man. MINI is helping them to do that in its campaign by Serviceplan Poland, fronted by American Football League coach, Craig Parkinson.
Because although MINI’s personality was formed in the ‘60s with images of fashionable women in the driving seat, a MINI isn’t “a girl’s car”. The ad shows men that MINI means power.
Local dealership MINI Premium Arena in Łódź, partnered with Wilki Łódzkie (Wolfs of Łódź) – the local American Football league team, to break the stereotype of MINI being a car only driven by women, by showing a different aspect of the MINI. The online and cinema film is black and white stylish. In it, Parkinson describes a man with these words, “Be self-confident, be proud of who you are, and make the most of it. Respect others. The sign of respect is not given, it is earned. Control your power, wait for it, for the very best moment and BOOM.”
And MINI takes on these qualities – self-confidence, respect, power and responsibility – by association.
Director, Rafał Górski, and DOP, Paweł Kucharczyk, created the visuals with Production by Media Ready, a new company established to create in-house video content within Group One/ Serviceplan (House of Communications, Poland). Paweł Kucharczyk is the company’s managing partner and Rafał Górski its creative partner. The company’s ambition is to increase the quality of value for money on-line productions.
“The fact that we are both creators and producers allows us to deliver video content with a budget that is a fraction of that required for classically produced TV ads, while still maintaining high artistic and production levels because already at the preliminary stage of concept creation we are able to propose cost-optimal solutions,” Kucharczyk explained.
Client: MINI Premium Arena Lodz
Creative Directors: Jan Majle & Rafał Górski
Client Service: Michał Tyburcy & Michał Kożuchowski
Production Company: Media Ready
Director: Rafał Górski
DoP: Paweł Kucharczyk
Producer: Paweł Kucharczyk
1 A.D.: Michał Guga
Cameras: Paweł Kucharczyk & Krzysztof Werner
1 A.C.: Krzysztof Hautz
Sound recording & design: Blażej Kanclerz
Clean up: Studio Waju
Special thanks: Wilki Łódzkie & Craig Parkinson (team coach and VO)
Photography: Łukasz Ziętek