Built around a modular storytelling system, the work showcases three vehicles through the imaginative lens of a single, unlikely protagonist, a car wash worker who dreams himself behind the wheel of each MINI model that enters his bay, says MINI.

Three Cars, One Dreamer

The narrative follows a car wash attendant whose daily routine takes a cinematic turn as he begins to fantasise about the lives he might live in each of the three MINI Cooper models he washes. Each vehicle triggers a different story, aiming to reflect the personality of the car, says MINI.

The personalities are as follows:

  • With The MINI Cooper 5-Door, he imagines himself as part of a close-knit band of friends on their way to a gig — laughter, energy and music filling the car as they cruise through the city.
  • The arrival of The All Electric MINI Cooper sparks a joyful family moment, as he sees himself driving through an urban landscape with his daughter beside him. 
  • When The MINI Cooper 3-Door pulls in, he shifts gears into full go-kart mode: tearing through a parking garage with sharp corners, tight turns, and pure driving thrill.

Together, these three daydreams aim to form a playful yet powerful expression of the MINI Cooper range. Each model offering a different way to experience the road, and a different version of the individual driving it, says MINI.

Modular Storytelling for Global Markets

Designed to meet the complex content needs of markets across three continents, the campaign structure aims to allow for the flexible use of product-led and emotionally driven storytelling elements, while also integrating the MINI tone of voice. Although they are unified by a single creative idea, each model narrative can be adapted or expanded to emphasise regional differences, says MINI.

The idea was brought to life by a collective of agency partners from the MINI Factory and beyond, with contributions from Accenture Song, BECC Agency, Dentsu, Meiré und Meiré and Serviceplan. Creative direction and execution is led by Jung von Matt with its Zurich and London offices, adds MINI.

The campaign aims to mark a strategic milestone for Jung von Matt and MINIs cooperation: their first major global product campaign for MINI since assuming lead agency responsibilities. By anchoring the creative in emotional storytelling — and giving each car its own cultural signature — the agency aims to continue to demonstrate how design, narrative and strategy can work together to create global impact, concludes MINI.

For more information, visit www.mini.co.za. You can also follow MINI Cooper on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor