Be Mini television campaign begins
BMW Group Canada of Richmond Hill, ON has begun a new advertising campaign for its Mini brand. The campaign, called "Be Mini," was developed by Taxi 2. It consists of one 30-second and two 15-second television commercials that will air until the end of May on conventional and specialty channels. The 30-second ad depicts a man demonstrating the handling of his Mini to a friend by driving it through a parking garage, causing parts of the friend's body to jiggle. The commercials will be supported with online and social media activities. "After a long hiatus from TV, this was an amazing opportunity to showcase Mini's fun, unconventional personality while demonstrating how awesome it is to drive," said Lance Martin, executive creative director at Taxi 2.