MINI USA is on its own again. After years of MINI global defining the marketing direction, MINI USA has stepped out on its own with a new marketing campaign that feels a bit familiar – in the best way. With this new direction MINI is stepping back with a positioning that is more aligned with the brand’s launch in the US. While not as ground-breaking in execution (yet), it’s definitely more fun, more engaging and we believe better at capturing the heart of the brand in the US.

Oh and that song? It’s called Rocket Fuel by DJ Shadow (featuring De La Soul)

MINI USA | For the Drive :15 Second Version of the

Here are some more examples of this new approach.

MINI USA | Are you winter ready?

MINI USA | When Design meets Technology

MINI USA | Reinventing Space

MINI USA | MINI John Cooper Works Clubman – Square Test