With first two episodes slowly making their way out into the world via the web, it looks like media coverage of Hammer & Coop is about toe erupt. Here’s the first we’ve seen (from Marketing Daily):

>The films, which are directed by “Starsky & Hutch” movie director Todd Phillips and star Bryan Callen, are at www.hammerandcoop.com.

>Next month, Mini will release a faux music video for Eighties band Asia’s “Heat of the Moment,” which will be featured in the last film.

>The episodes parody Seventies action TV shows like “Mannix,” and are shot with a deliberately low-budget look. They follow the exploits of Hammer–who, in the first episodes, is being chased around L.A. by burly goons in a pickup truck.

>A national campaign supporting the Web films–via Mini USA’s ad agency of one year, Butler, Shine, Stern and Partners–includes trailers running in 1,900 cinemas through March; billboards in New York’s Times Square, on Sunset Boulevard and in Miami; movie posters, print ads; Internet campaigns on MySpace, YouTube, and accessories and merchandise for sale online.

>Mini plans a March-issue print push to increase visibility, given the brand’s history of favoring quirky and whimsical one-offs over spectacles. Instead of Mini’s slaloming around binding staples or careening around magazine margins–signature Mini advertising during Crispin Porter + Bogusky’s purview of the brand–Mini will run something of a print roadblock.

>Rolling Stone magazine will run an issue in March in which the Hammer & Coop films will be pitched on both front and back covers, and in 10 full-color pages within the magazine; an eight-page spread on the films, with a fashion theme, will run in March issues of Maxim, Stuff, and Blender; Premiere magazine will run a faux cover and five pages of “coverage” by staff; and Health magazine will integrate the campaign into its highly read monthly workout poster.

You can read the entire article here:

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