Cannes Lions

MINI Electric (Beardyman)

THE BROOKLYN BROTHERS, London / MINI / 2021

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MP3 Original Language
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Overview

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Credits

Overview

Execution

The best thing about being in a MINI is how it feels behind the wheel. It’s a place where the world feels brighter, more fun, more optimistic even. The MINI Electric was set to go beyond. Early customers told us one thing: driving a MINI Electric is not like driving a normal MINI. It’s not even like driving a normal electric car. It’s a whole new feeling.

So, to promote 48-hour test drives to a youthful, progressive audience, we harnessed the vocal talents of Darren Foreman and his vocal dexterity to bring to life the feeling of driving one, simulating the multi-sensory feeling of ‘getting behind the wheel’.

In a 30” second radio spot,?he captured the experience: from turning the fully-electric MINI on, to the whoosh of acceleration and the thrill of cornering, Darren vocalises the feeling of driving like never before.

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