Video: Hitchhiking Bear

MINI Not Normal

MINI is out with the latest in their “Not Normal” campaign. I guess bears have places to go too. This campaign so far has been seeking a particular energetic emotional tone, and we see that continued here. MINI seems to be refocusing on the young, hip demographic they’ve always portrayed in their ads, but resetting for the current crop of 20-to-30-somethings. While innocuous, this spot definitely lacks the more organic, high-energy whimsy of the campaign intro video. This is more of a low-energy whimsy. Video after the jump.