Mini—which for months has been teasing a new in-car virtual assistant named Spike—is giving the bulldog-like character its biggest stage yet in the form of an ad on the Las Vegas Sphere.
A 90-second video that began running this week on the massive entertainment structure shows Spike wandering about the Sphere. He is made to look like he is peering out at onlookers, and at one point is inflated to the point where he covers the entire screen, before hopping inside a Mini Countryman crossover where he is shown interacting with the vehicle’s instrument panel.