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MINI USA: Trust Your Inner MINI-Logue, 30s


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On the tails of a successful awards season, MINI USA unveil the annual summer campaign for the 2023 MINI Electric, in partnership with creative AOR Pereira O'Dell, titled "Trust Your Inner MINI-Logue.” We’re typically told to buy electric vehicles (EV’s) for unselfish reasons – the environment, future generations, cost savings, etc. While other car companies lean into these reasons to buy EV’s, MINI knows that the realreason people buy a MINI Electric is to treat themselves. We all have the world’s best salesman inside our heads – and most people say you should ignore that voice – you should be practical, be real, be serious. But sometimes, that fun-loving, thrill-seeking, self-indulgent little voice actually knows exactly what’s best for you. To celebrate that inner voice, MINI USA is once again partnering with Pereira O’Dell — but this time on a more… unconventional campaign. This summer, MINI USA 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 creates a version of them that looks and sounds *almost* exactly like them — except for one very important detail — the voice you hear will be lower in frequency, so it sounds more like the voice you actually hear in your head. With the help of AI voice cloning and deep fake technology, you can actually have a conversation…with you. The AI version of you will give more reasons why you should get a MINI Electric, and then it creates a sharable video optimized for social platforms.
Credits Other credits

Client

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

Agency

Co-Founder, Creative Chairman: PJ Pereira

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

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

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