MINI Countryman: No Hand Zone

With this new campaign platform, Heimat Berlin introduces the new look of the MINI Countryman from a passenger's perspective to reveal the car's new interior and show potential Countryman drivers both its spaciousness and its variability.
The campaign "Passenger’s guide to the MINI Countryman" is a series of four different TVCs. It’s an official guide from MINI for first-time passengers who may not yet be acquainted with the MINI R60 5 interior and its impressive off-road handling capabilities.

The first MINI Countryman was launched in 2010 as a four-metre-long SAV (sports active vehicle) with space for five people and all-wheel drive. It quickly became the second most important car within MINI’s portfolio with a 30% share of MINI sales worldwide.

However, the MINI Countryman needed a clear positioning within the MINI portfolio, which has grown to include eight different models. Heimat created a campaign that differentiates it clearly from the other models by highlighting its roominess and off-road capabilities while simultaneously fulfilling a mission to bring the MINI back to its British roots. The setting and the tone are extremely confident and very British. A polite voice leads us through the commercials in perfect Oxford English, while the British countryside of Derbyshire (UK) provides an idyllic backdrop for the off-road vehicle.

The four new MINI Countryman TV commercials “Back seat”, “Hitchhiker”, “No hands zone” and “Unnecessary off-roading” were developed with the production company SOUP Film Berlin and directed by Matt Smukler.

The spot was produced for the big six markets worldwide as well as other markets others: the UK, the US, Germany, China, Japan and Italy. The campaign will be aired for the first time in August 2014 in Japan and on the MINI website.