THIS IS MY DRIVE
MINI wanted to broaden the appeal of their two latest models that are designed to be 'your partners in passion'.
The MINI Clubman is the stylish choice for the ‘modern rebel’ and the MINI Countryman, a rugged SUV for those who 'come alive in the outdoors'.
With a media partner of Channel 4, our idea was to find TV personalities whose passions aligned with each vehicle and were also an unexpected twist on what they were known for.
Charlie Luxton, an architectural presenter who normally oversees design and building projects, had a hidden passion for blowtorching the hell out of stylish cast-iron lamps, and drove the MINI Clubman, swapping his button down shirt for worker’s overalls.
Rick Edwards, the pretty boy presenter whose hidden passion is open river swimming, drove the MINI Countryman, swapping on-set stylists and makeup artists for freezing, muddy water and a tinfoil blanket after unfortunately getting hypothermia on the shoot.
His quiff never suffered though.