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NEW YORK BMW Mini is launching a global advertising campaign this week for the new Cabrio convertible with an integrated initiative that celebrates driving with the top down.
Featuring the tag “Always open,” a line introduced in 2004, the U.S. campaign includes two TV commercials from German agency Plantage Berlin and print, outdoor and interactive from Butler, Shine, Stern & Partners in Sausalito, Calif.
In one spot, two drivers play chicken in a muddy parking lot. The other ad shows a man who is persistently smacked in the back of the head by his friend when he tries to shelter him from the elements.
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