German auto brand Mini is looking to instill in Channel 4 viewers a sense of adventure, this week challenging TV presenter Rick Edwards with a secluded swim.
The campaign from creative agency Iris sees Rick take a country drive in the Mini as part of the six figure partnership, negotiated by the Story Lab and Vizeum.
Angus Mitchell, agency principal at Channel 4 said: “We are delighted to partner with Mini for the launch of these new bespoke ads. It’s testament to the close collaboration between the client, creative and media agency, production company and Channel 4 that we’ve been able to deliver this entertaining new campaign.”
Michelle Roberts, head of marketing at Mini UK said: “Rick Edwards and Charlie Luxton perfectly encapsulate the spirit of Mini Countryman and the new Mini Clubman. We’re thrilled to be working with Channel 4 to tell the stories behind these unique cars across some of the network’s most adventurous programmes.”
It will run around programmes including Gogglebox, Sunday Brunch and George Clarke’s Amazing Cabins in the Wild.