Mini Canada has launched a new spot showing its Cooper S model transformed into a roller coaster.
Devised by agency of record, Anomaly, three cars were completely retrofitted including the removal of the rear seats and parts of the roof, welding on new roller coaster frames, external speakers, custom roller coaster carts, LEDs, custom paint jobs, and wind blowers.
The carts were then placed on top of another Mini and driven around the streets of Toronto by stunt coordinator Philippe Létourneau.
Overall, Mini hopes to show that it’s ‘not normal,’ continuing its wider Not Normal campaign which launched back in May.
"The stunt was truly an unconventional and a not normal way to communicate the brand core of excitement,” said Dave Douglass, partner/ECD Anomaly.
He added: “We hope people take away that driving a Mini is an absolutely thrilling experience and its “corners like it’s on rails” abilities are completely unlike any other car.”