BMW breaks 3D Mini campaign
BMW has begun a new international campaign for its Mini brand of vehicles. The two-minute cinema advertisement, called "Mini vs. Monster," makes use of 3D technology. It will debut in the US this month before rolling-out globally. The creative, which depicts a monster truck jumping over a row of Mini vehicles, was developed by BSUR of Amsterdam. A two-dimensional version of the ad will air on television in the US, German and Italy in 90-, 60-, 30- and 20-second versions. The campaign also includes online materials, social media activities and a public relations campaign by Renegade Media. "Mini is a pioneer of automotive design and driver experience," said Jason Schragger, executive creative director at BSUR. "Digital 3D is so new that we worked with all the best people we could find to ensure Mini vs. Monster delivers an exciting and immersive experience. 3D technology makes you really feel like you are in the crowd and are part of the jump. When you see the monster truck flying, you see every detail. It's better than being in the stands and you can't help but gasp when the truck lifts off and skims the Mini Coopers. 3D is immersive and puts viewers at the heart of the action. It's the future of screen advertising."