BMW Mini Shows Off Cabrio Convertible

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in