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MATT WESTON * CREATIVE
THIS IS MY DRIVE

MINI wanted a C4 TV campaign to broaden the appeal of their two latest 'partners in passion' models:

 

  • The MINI Clubman, the stylish choice for the 'modern rebel'
  • The MINI Countryman, a rugged SUV for those who 'come alive in the outdoors'.
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    We found two C4 TV personalities Charlie Luxton and Rick Edwards, whose passions aligned with each car but were also an unexpected twist on what they were known for.


    Guilty admission: we made Rick do so many takes for his river swimming that he got hypothermia, but a tinfoil blanket saved him and his quiff.