MINI’s First F56 Commercial Debuts: Bullheaded


MINI’s got a new ad for the next generation MINI, the F56. It features a Cooper S version and “Spike” the bulldog. But it’s more than just a good look at the new car. It’s also an homage to the very first MINI commercial ever shown in the US – also featuring a bulldog coming to grips with a MINI.

What also makes the ad worth watching for MINI enthusiasts is a closer look at some of the interior details in action. Specifically, the MINI Light Ring, the heads-up display, and close-ups of the start/stop toggle switch.

Then here’s a making-of for the video. MF readers may recognize some of these shots from some of later spy-shots seen of the F56 before its debut.

What do you folks think? Has the MINI / Bulldog thing run its course? Does the new car’s shape stretch the metaphor? Sound off in the comments.

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Written By: Nathaniel Salzman

  • jbkone

    I like it! I really like the nod to the original ad there.



    • http://www.nathanielsalzman.com/ Nathaniel Salzman


      • http://scott.greiff.org scottag

        WHY ARE YOU YELLING?! ;-)

    • Jason

      Thank you for your design analysis, however, I don’t see what this has to do with the topic at hand, which, if you ^ ^ ^ ^ ^ look up ^ ^ ^ ^ ^ , has something to do with a television advertisement.

    • Mini Me

      You’re such a poser! Your R56 and R53 are stupid designs compared to my classic Mini. The R56 and R53 are like huge tugboats with no personality. The front is too big, the car is too wide, the length is too long. There’s no way I could ever consider those real Mini Coopers when compared to my original Classic Mini. You guys all suck and might as well be driving SUVs.

      Yeah.. that’s how douchey you and everybody else sounds who keeps bitching about the new design not being a real Mini.

      Seriously people. Drop it. In person the car is quite amazing and still ridiculously tiny.

      • VanMINI

        I’d agree with Mini Me… While everyone’s entitled to their ( non yelling) opinion, I’m not sure which rant is more grating..; the “I hate the new design, it’s an abomination…” etc. or the “all new MINI’s are awful, my classic Mini is the best thing since Churchil won the war” rant..

        “Evolution has long been the target of illogical arguments that use presumption”

      • Alexandre

        Second troller in a week. That’s unusual…

  • Jason

    Seeing it in motion makes it seem much more like a MINI. These complaints are getting blown way out of proportion.

    • ulrichd

      Like the size of the real lights.

  • Josh Young

    Can’t wait. Yes, it’s a marketing video, but man it brought back the familiar, and I’m hoping the car does the same thing.

    I’ll be just like Spike, though, sniffing it all and touching it before finally hitting the throttle.

  • Bob Hayhurst

    This is a fabulous ad. I Don’t know who put it together but I love it…

    • http://bridger.us/ Gabriel Bridger


    • http://about.me/jasonrwilliams Jason Williams

      Agreed. MINIs are such well rounded cars with performance, efficiency, practicality and styling. This ad brings together many of those chacteristics rather than just the static styling which is easily critiqued. I think more than anything, driving and the driving experience is one of the most important aspects of a MINI so it’s great to see it in motion in its natural habitat!

  • http://about.me/jasonrwilliams Jason Williams

    I love the homage to the bulldog in the original R53 TV ad in the US, but the early F56 spy shots also showed an Irish wolfhound when shooting this ad. I kinda miss that that cutie didn’t make the final cut!

  • lavardera

    Looks like the car in this ad has the old-school short whip antennea. Wasn’t it said Mini was moving to a stubby as standard?

    • Alexandre


  • TheBigNewt

    This is a pretty hot looking car people. Yeah, it’s not the R53 bla bla. Get a 65 Chevy Malibu why don’t you? I can’t wait to see one in person. And the JCW concept is lights out IMO.

  • Rob Livesey

    Personally I’d think he’d cock his leg and take a piss on the thing.

  • Jason Natanson

    Does the MINI Cooper H.T. now have the option of front parking sensors? If you stop the first video at 49 seconds. There looks to be sensors in the front fenders.

  • http://scott.greiff.org scottag


  • pmindemann

    I like it! The ad is cute and the new functionality looks cool… It’s unfortunate the car itself is still so ugly.

  • EHans

    It would be nice to see this ad get some big play in the US.

  • kirstynmclean

    MINIs new 2014 Olympic-themed video! https://www.youtube.com/watch?v=Ob-WMKgwiNY

  • Amanda

    Anybody know the song that plays in this commercial?? I’ve been looking for it everywhere and I can’t find it

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