Mini will extend its target audience to racing motorsport enthusiasts with a cinema ad campaign by Badjar Ogilvy to launch the Mini John Cooper Works Cabrio.

The 60-second cinema ad hits theatres on 24 September with the tagline "Racing is in our Blood" and takes moviegoers on a journey through time from 1948 to the current day.

Badjar Ogilvy business director Nick Muncaster said: “Our core [target for Mini] is the post-modern trendsetters, but due to the performance of the John Cooper Works vehicles we will also appeal to a broader audience that includes racing motorsport enthusiasts.

“Our target audience is attracted by the extreme driving and excitement that comes from premium automotive engineering, state-of-the-art technology and quality. To them the pinnacle of street machines is always the race-bred versions.”

Badjar Ogilvy creative director Michael Knox said: “Via the use of historical and current footage the spot delves into the history of motor racing and exposes the impact both John Cooper and Mini had on racing and the pioneering spirit they continue to bring to the sport." 

The cinema ad will also be supported with magazine and digital activity.

Source: Ad News