MINI - Agents of Fun

Client: MINI JCW

Car ads had become cut from the same template: Same backdrops. Same scenes. And trapped by the legal red tape, you couldn’t show performance cars… perform.

MINI Agents of Fun is a tongue-in-cheek homage to a British spy getaway scene, fresh in UK culture through shows like Slow Horses and The Night Agent, and complete with all the essentials: The car. The underdog hero. And plenty of stunts. The trick? With the help of our legal team, we pixelated and hid the car, like a classified file, whenever the regulators would deem it too hot for broadcast. Viewers ‘uncovered’ the high-speed stunts, narrow escapes, drifts and J-turns were ‘declassified’ online. Cinema trailers, decoded digital clues, influencer leaks, IRL activations created our spy world. At the heart of it was British icon Jack Lowden, bringing his deadpan wit and cinematic weight to add a satirical wink to the whole campaign.