MINI launches new ‘Danger Brakes for You’ campaign via Colenso BBDO, New Zealand
MINI’s new campaign via Colenso BBDO is promoting its growing suite of smart features, starting with automatic emergency brake assist – a feature that senses obstacles on the road in front of the car and automatically applies the car’s braking system.
To bring the benefit of the technology to life, MINI teamed up with Colenso BBDO to create the ‘Danger brakes for you’ campaign. A series of images show a foot, hoof or paw, each representing a potential road hazard applying the brake for the driver.
Says Simon Vicars, executive creative director at Colenso BBDO: “We were searching for a quick and simple way to explain complicated tech. This idea felt fast and funny, which for us are the right two ingredients for making a memorable MINI campaign.”
Says Victoria Abbass, retail and network marketing manager, MINI: “As cars get more advanced, humanizing the technology available becomes even more important, and the MINI brand is uniquely suited to do that in a fun way. ‘Danger brakes for you’ is visually disruptive and intriguing, but ultimately it’s so simple and that’s what we love about it.”
‘Danger brakes for you’ will roll out across social channels, print and OOH, and was shot by photographer Mat Baker.
Client: MINI
Client: Alex McLean, Head of Marketing
Client: Victoria Abbass, Retail and Network Marketing Manager
Agency: Colenso BBDO
Photographer: Mat Baker
11 Comments
https://www.adsoftheworld.com/media/print/mercedes_goat_saves_goat
Identical.
A really tough get.
How many people are running over roller skaters each year?
Such a blatant knock off of the Mercedes work. They knew it existed and still pushed it out the door. Client wouldn’t have cared either way. This solely sits with the creatives.
They knew it existed? I think that’s pretty wild and cynical to assume. What’s in it for them to create and promote work, then enter it into award shows, when they know it’s been done by someone else in the exact same way? It’s so similar, in fact, that I actually think it must be an awful coincidence. It’s happened to me before, and it’s a rotten feeling.
If not aware then just incompetent to not check and see. Pretty standard stuff really….
@Embarrassing there are no creatives listed here, so maybe the story isn’t what you think it is. Or maybe it is. But maybe it isn’t.
Oof. More like identical.
I’m voting for coincidence – or client instruction. No self respecting team from that agency would promo this if they knew of it.
Mind you, the shot composition is pretty damning.
Forget that it got ripped off. Even worse… one of the most inspirational agencies are ‘getting’ a brief for a print campaign of 3 ads. Really?
I reckon they don’t even care, or this wouldn’t be on here. No self-respecting creative would PR this.