Car advertising is crowded, noisy and, far too often, same-same. Brands still cling to the familiar long & winding roads and ECUs of product features. Goodby Silverstein & Partners is having none of that for its Mini USA campaign.
It’s taking up the popularity of sneaker drops and obsession that scarcity creates. Each of this year’s BMW Mini launches will roll out as a special-edition model – limited, timed and designed to be collected, capturing cultural moments and presenting unexpected acxtivations. There will not even be any shiny new car scenes. Each car in the drop will be presented only as a silhouette.
The idea for the campaign, MINI Icon Drops, has been shared with the public in a teaser commercial produced by New York production company, Critical Mass, using CGI in Cinema 4D – no AI.
The idea of producing special edition vehicles is not new to MINI:
Nor is advertising that breaks the mould:
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