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US Creative Work of the Week: Mini reimagines a country hit with Labrinth

Labrinth in his Mini Countryman

Mini USA is reimagined a country classic tune for its Countryman model, led by the plaintive vocals of musician Labrinth.

The brand partnered with creative agency Pereira O’Dell to craft a new campaign, titled after the Gene Autry song, 'Don’t Fence Me In.' It follows musician Labrinth as he drives a Mini Countryman along emptied city streets. Alone with his thoughts, the Countryman provides an oasis that sparks an inspired moment in the form of the song Don't Fence Me In.

The spot is meant to highlight the headspace and interior space of the Mini Countryman, and Labrinth’s rendition of the American classic reflects his desire to roam, create, and explore freely. As he sings, the streets remain empty, symbolizing the space the vehicle offers its drivers. When Labrinth exits the vehicle, his moment of tranquility has ended and the city returns to its normal hustle and bustle. Yet, his moment of inspiration continues as he enters a recording studio to sing the song from his drive.

Don’t Fence Me In will become available as a full-length, studio-recorded song for Mini drivers and more to listen to when they seek inspiration on the road. Mini and Pereira O’Dell gave Labrinth full creative control over its creation, so as not to “fence him in,” so to speak.

For its endearing musicality and easy delivery, The Drum's readers voted it the US Creative Work of the Week.

To keep up-to-date with all the advertising, design, and creative projects from around the globe, visit our Creative Works homepage.

See the spot by clicking on the Creative Works box below.

Overall Rating
5/5 Vote

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