Mini Means Power campaign challenges gender stereotypes

A Mini dealership in Lodz, Poland, is seeking to upend gender stereotypes in a bid to attract men to the brand.

The dealership has brought in American Football League coach Craig Parkinson to front a moody ‘Mini Means Power’ campaign.

Devised by Serviceplan Poland and its in-house media content division Media Ready the brand will seek to reverse decades of association with female drivers by showing that both men and women are equally at home behind the wheel.

Filmed in black and white with a voiceover supplied by Parkinson, who describes the vehicle with qualities of confidence, power, respect and responsibility, the spot will appear online and in cinemas.

Paweł Kucharczyk, Media Ready managing partner, said: “The fact that we are both creators and producers allows us to deliver video content with a budget that is a fraction of that required for ‘classically’ produced TV ads, while still maintaining high artistic and production levels because already at the preliminary stage of concept creation we are able to propose cost-optimal solutions.”

Previous campaigns have seen Mini seek to 'defy labels' by recruiting Olympic athletes who have overcome their own challenges to reach success.

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