MINI launches new ‘Danger Brakes for You’ campaign via Colenso BBDO, New Zealand
MINI’s new campaign via Colenso BBDO is promoting its growing suite of smart features, starting with automatic emergency brake assist – a feature that senses obstacles on the road in front of the car and automatically applies the car’s braking system.
To bring the benefit of the technology to life, MINI teamed up with Colenso BBDO to create the ‘Danger brakes for you’ campaign. A series of images show a foot, hoof or paw, each representing a potential road hazard applying the brake for the driver.
Says Simon Vicars, executive creative director at Colenso BBDO: “We were searching for a quick and simple way to explain complicated tech. This idea felt fast and funny, which for us are the right two ingredients for making a memorable MINI campaign.”
Says Victoria Abbass, retail and network marketing manager, MINI: “As cars get more advanced, humanizing the technology available becomes even more important, and the MINI brand is uniquely suited to do that in a fun way. ‘Danger brakes for you’ is visually disruptive and intriguing, but ultimately it’s so simple and that’s what we love about it.”
‘Danger brakes for you’ will roll out across social channels, print and OOH, and was shot by photographer Mat Baker.
Client: MINI
Client: Alex McLean, Head of Marketing
Client: Victoria Abbass, Retail and Network Marketing Manager
Agency: Colenso BBDO
Photographer: Mat Baker
17 Comments
I really love these. Maybe they’re awesome and simple. Or maybe I’m just so sick of looking at work where I can see the brief hammered to the forehead of the lead actor. Strategy as the script. We have to get back to being entertaining and fun and wtf. We have to stop being so logical and responsible and boring. Can we please go back to at least trying to make people laugh or cry, instead of just trying to get people to understand. Arghhhhhh!
Yup, nice.
These are good.
We should definitely get back to it…
https://www.adsoftheworld.com/media/print/mercedes_goat_saves_goat
https://www.adsoftheworld.com/media/print/mercedes_goat_saves_goat
Can’t pass that off as a coincidence. It’s a rip off.
Ouch!
one of the more brazen copycats you’ll see.
Not only the exact same creative, but the copy on the Mercedes on actually makes sense.
And you can tell it’s for Mercedes.
But ripping off work literally done in your own network for your clients biggest rivals.
That….. that is not ideal.
Both done by BBDO?
That’s gotta hurt. And to add insult to injury, the original to better too.
These were a good job until I saw it had been done before.
Does anyone from College Hill care to comment on this? (anonymously or otherwise).
Awww…come on. There’s no such thing as truly original creative. Just a fusion of pre-existing ideas into a new form. In this case someone else’s entire campaign and the Mini logo. Its all good!
Is this running in NZ? If so, why are they using their left foot to brake?
If it’s running in America, then fine – in that case, it’s a rip off. lol.
pesky roller skaters that i’m always braking to avoid.