MINI COOPER
The campaign unexpectedly chose Chinese cross-talk comedian Yu Qian to introduce the new car, leveraging the highly localized “er” accent as its creative core. This approach bridged cultural nuances while highlighting the product’s playful essence: In the UK, it’s called “MINI COOPER”; in China, it’s “MINI COOP-er”.
——TBWA\
Awards: Gold, Short Video Category – 2024 DAwards (Digitaling Awards)
Agency: TBWA\
Production: MOD
1st AD: Chong
Stylist: Ting (InStyle Magazine)
Production Designer: Majima
Director of Photography: He Ping
Editor: Chen Tianle
Colorist: Wang Minghui