The idents are, in short, MINI dramas. They feature a series of seemingly dramatic moments that are diffused within the space of a few seconds. In one of the idents we see a woman rushes up to her husband, who is returning from work in his MINI. She confronts him with a pair of scanty knickers demanding to know whose they are, only to realise that they are indeed hers.
Philosophie
The MINI launch campaign is all about condensed adventures, it translates brilliantly into the compressed time format of the idents.
Problem
The actual launch date for MINI was June 2001 with marketing activity planned to peak in early Autumn. ITV's perfomance was abysmal over summer 2001 & the MINI brand ads, having launched in July, were off air for a period as a response to September 11th. Sponsorship of Cold Feet was therefore a tool to bolster the communications plan. Cold Feet is all about the ups and downs, trials and tribulations of a group of friends all with their own distinctive personality traits and MINI is the only car with a huge personality.The fit was spot on but we needed to make the executions interesting and relevant because repeat viewed idents can get very boring.