MINI - The New MINI Family
Pump up the jam, pump it up while your feet are stompin’ and the jam is pumpin’ look ahead, the crowd is jumpin' pump it up a little more, get the party going on the dance floor.
The new MINI family debuts this autumn. With this next generation MINI are increasing the electrified models in the lineup, paving the way to become fully electric by 2030. However, the new vehicles are not just environmentally sustainable; they also feature a new design language called "Charismatic Simplicity“, which focuses on the essentials.
Challenge
As one of the most “c’est kitsch” cars on the road, the all new MINI 23/24 campaign needs a sound to pack a global punch. Something iconic to get audiences pumping, wanting and ordering this new piece of automotive perfection.
Approach
There was only ever going to be one answer. A global callout to ‘Pump Up The Jam’ by the almighty Technotronic. Expertly delivered by our very own Lizz Harman and a soundtrack that to steal the attention of any viewer whose eyes or ears come across this piece of pure car energy.
“ I want a place to stay.
Get your booty on the floor tonight.
Make my day. ”
Technotronic
1989
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