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MINI’s Minimalism

"a breathtaking race between David against Goliath"

A few months back our MINI-enthusiast friend sent me a link to MINI’s new commercial. The concept of the ad was “minimalism” and was communicated in a simple metaphor using markers. The MINI, played by a fine tipped, precision marker was being chased by (but easily out-running) a host of heavy-tipped ink-guzzling markers that bled everywhere, but then quickly ran out of ink. The MINI was agile and fast, used minimal ink, and very cleverly manipulated the fat markers into creating a masterpiece. The caption on MINI’s YouTube channel aptly describes it as “a breathtaking race between David against Goliath”.

What I loved about it was the action, complete with some Matrix-style slow-mo moves!

Have a look:

And as you’d expect, what appears to be a simple concept in the commercial really took a lot of planning and was quite complex to execute. I was happy to find “Making of MINIMALISM” on MINI’s channel as well.

For those of you who enjoy the real action (behind the scenes), enjoy:

Nicely done!!…as usual.

Susan Isaacs

Susan’s a multitask-er who prides herself on the vast number of things (read: loose papers and coffee cups) on her desk at any one time, and yet she still manages to keep an eye on all the moving parts at Paragon.