Mini Goes on CP+B Joyrides

ATLANTA BMW’s Mini broke two new television spots yesterday focusing on celebration.

The commercials, from Maxxcom’s Crispin Porter + Bogusky, will air in 10 markets through May on network television shows such as Everybody Loves Raymond and The Late Show With David Letterman. Campaign spending is undisclosed.

The Miami agency’s spots celebrate the joys of owning a Mini, according to client communications manager Michael McCale. The ads also toast the Mini being named 2003 North American Car of the Year, he said.

Conceived by executive creative director Alex Bogusky, one 30-second commercial shows young men driving the car along open highways. In the passenger seat, a bulldog (seen is earlier spots) and a cat stick their heads out the window, clearly enjoying the wind.

A second spot shows a driver hurtling along narrow city streets, collecting mud and bugs on his windshield. Both ads close with a black screen, the logo and the words “2003 North American Car of the Year.”

McCale said the Mini, BMW and its advertising agency have won more than two-dozen awards this year. “We have a lot to celebrate,” he said. “And we like to be associated with feeling good.”

The Mini was chosen North America’s top car earlier this year at the North American Car Show in Detroit. A jury of journalists considered factors such as design, safety, handling, driver satisfaction and dollar value.