Most brands are telling you to buy an electric care because it’s better for the environment. MINI thinks you should buy its electric car to treat yourself. MINI USA is encouraging people to go with their gut.
The campaign by Pereira O’Dell celebrates America’s inner voice, the one that is fun-loving, thrill-seeking and self-indulgent. So it is launching an interactive AI experience on MINIUSA.com, where users can record themselves asking, “Why should I get a MINI Electric?” and the AI will create a version of them that looks and sounds *almost* exactly like them — except for one very important detail — the voice they hear will be lower in frequency, so it sounds more like the voice they actually hear in their head. With the help of AI voice cloning and deep fake technology, people can actually have a conversation…with themselves. The AI version of them will give more reasons why they should get a MINI Electric, and then it creates a sharable video optimised for social platforms.
Pereira O’Dell’s social team is spreading the minilogue experience using the reactions of people, including influencers, to amplify the page on social through paid media. In addition to the AI experience, a series of spots will run across digital and social.
The spots feature Unreal Engine MetaHuman animations, floating, talking heads that visualise the internal dialogues of someone attempting to convince themself of the multitude of fun, wonderful, and sometimes peculiar reasons why owning a MINI Electric makes perfect sense.
To limit the campaign’s carbon footprint traditional production methods were put aside. Instead Unreal Engine and a more unconventional approach were used.
Jordan Strode-Young, creative director, Pereira O’Dell, commented, “Everyone’s first reaction to hearing their own voice is usually the same, ‘do I really sound like that?’. We want people to hear that inner voice they’re so familiar with. It’s been a fun challenge working with Current Studios to get that voice — your voice — just right.”
Patrick McKenna, department head, marketing, product and strategy, MINI USA, added, “MINI loves being on the cutting edge of technology yet staying playful to convince Americans to go Electric using the exciting frontier of AI. We’re giving individuals the chance to connect with their inner AI self and convince themselves of the value of a MINI electric vehicle in a fun and engaging way.”
Credits:
Client: MINI USA
Vice President of the Americas, MINI: Michael Peyton
Department Head, Marketing, Product and Strategy: Patrick McKenna
Brand Communications Manager: Lisa Randall
MINI Digital Communications: Matthew Shukaitis
Creative Agency: Pereira O’Dell
Co-Founder & Creative Chairman: PJ Pereira
Chief Creative Officer: Robert Lambrechts
Creative Directors: Jordan Strode-Young & Spencer Campbell
Senior Art Director: Robyn Frost
Senior Copywriters: Henry Foenander & Will Martin
Copywriter: Cain Luke
Studio Manager, Mechanical Artist: Evan Zelermyer
Director of Brand Management: Erin Shanahan
Brand Director: Catie Coonan
Senior Brand Supervisor: Diana Soloaga
Brand Strategy Director: John Redmond
Director of Social Strategy: Kate Wadkins
Senior Social Strategist: Gaby Ringvald
Community Manager: Rebecca Nañez
Executive Producer: Darbi Fretwell
Producer: Megan Wasserman
Senior Integrated Producer: Dana Canneto
Director of Business Affairs: Shirley White
Business Affairs Manager: Stephany Stinson
Production Company: Barrelhouse Production
Producer, Director of Content Production: Josh Diaz
Sound Design & Mix: Joel Hopper, Levology.
AI Development: Current Studios
3D Animation Films: Craftshop
Media: Universal McCann Worldwide
VP, Group Partner: Stuart Turnbull
Senior Manager: Nicole Taddonio
