Mini slams size bias with showdown spot

By By Amy Kellow | 25 July 2012

Car brand Mini is tackling the hotly-contested topic of 'size matters' with a new, battle-themed brand campaign out of America telling consumers they can 'win small'.

The spot promotes a range of Mini models and reveals a handful of supposed truths like 'Small is fearless', 'Small works harder' and 'Small wins our hearts'. The punchy copy shouts Mini's message and is sold effectively by fast-paced visuals. The sports-themed shots show pint-sized champions triumphing over agressive opponents, interspersed with footage of original Minis, animal attacks and retro cartoons.

'Bombs Below' by punk band Living Things backs the fierce visuals to add a raw and restless edge to the commercial, reminding us that bigger isn't always better. Butler, Shine, Stern & Partners devised the creative for the spot, working collaboratively with production company Tool.

What do you think of the campaign? Are you a fan?

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