Behind The Scenes
Description
With 'Agents of Fun' MINI rips up the rulebook when it comes to traditional car ads. Harnessing the ever-charming and action hero Jack Lowden, MINI cheekily brings thrilling stunts to the screen in a way that makes clever use of the existing rules.
Now for the declassified phase, the car brand unpacks the stunts that ‘we weren’t able to show you’ because they’re just too hot for broadcast. With (a lot) of help from the legal department, the series of films work with the regulations rather than against them to show stunts as ‘behind the scenes’, in a distinctly cheeky MINI way. They are designed to be native to social, some even shot on phone by Jack Lowden himself.
Restrictions have robbed car advertising of its personality, so instead we used them as an opportunity to revive this category. We wanted to move away from selling a lifestyle to selling an attitude, and a product that embodies it - a car that symbolises MINI’s pure fun. And of course we threw in some funnies from Jack himself.
This professional campaign titled 'Agents of Fun ' was published in United Kingdom in July, 2025. It was created for the brand: Mini, by ad agency: Monks. This Film and Integrated media campaign is related to the Automotive and Personal Transportation industry and contains 5 media assets. It was submitted 5 months ago.
