While searching for a maximum appealing and fetching-but simultainiously "MINI-matching"-form of brand advertising, Mediaplus had the bright idea to engage the ZDF comic-cult-figures "Mainzelmännchen". Habitually, German viewers are used to watch the six dwarfs acting in their own funny tales; now Mainzelmännchen should appear in context of the current six MINI TV spots. As MINI, the cult-figures are a piece of advertising history themselves, connected with a positive, cute and funny image.The concept was to broadcast ever one Mainzelmännchen spot after each MINI commercial. Herein the dwarfs were imitating the particular MINI stories–exclusive and continuous three minutes on air.