Mini drops a new recording of 'Don't Fence Me In' as a soundtrack for its drivers

British artist Labrinth covers the song in the new spot for the Countryman

Published On
Jan 17, 2019

Editor's Pick

Mini USA has released a new ad for the Countryman featuring British singer Labrinth, who sings a rendition of Cole Porter's classic tune "Don't Fence Me In"-- a recording the car brand is releasing as a soundtrack for its drivers.

Created by Pereira O'Dell and directed by Marcus Soderlund via Reset, the spot depicts Labrinth driving through L.A. in a Countryman, joyfully taking in his surroundings as he sings the tune--accompanied only by the sounds of the car zooming and leaves rustling. Once he steps out of the vehicle, he emerges from his cocoon into the bustle of the everyday world.

Even without the visuals, the sound of the ad alone conveys a sense of respite and roaming (we think it also has the makings of a compelling radio ad).

“Don’t Fence Me In” will become available as a full-length, studio-recorded song for its drivers and other consumers, via  download or on vinyl records available at local dealerships. Mini and Pereira O’Dell gave Labrinth full creative control over its creation, and both the British singer and the brand hope to gain new American audiences via the spot.

The campaign, which aims to emphasize the spaciousness of the Countryman, also includes behind-the-scenes social and video, print, digital, and social.

Whether intentional or not, the spot's message has started to resonate politically. One YouTube commenter wrote, "Perfect timing with the current state of govt shut down over a fence."

Pereira O'Dell won the Mini creative account last year. Countryman sales in the U.S. last year grew 18 percent to 17,565 vehicles while total Mini brand sales fell 7.3 percent to 43,684 vehicles. 

About

Credits

Date
Jan 17, 2019
Client:
MINI
Agency:
Pereira O'Dell
Chief Creative Officer:
Rob Lambrechts
Creative Director:
Nick Sonderup
Creative Director:
Estefanio Holtz
ACD Copywriter:
Rachel McElrath
ACD Art Director:
Jordan Young
Head of Production:
Tennille Teague
Executive Producer:
Gemma Conway
Managing Director:
Cory Berger
Group Brand Director:
Steve Scutellaro
Brand Director:
Joelle Hadaya
Brand Supervisor:
Tiaan De Nysschen
Brand Manager:
Diana Soloaga
Director of Strategy:
Tom Naughton
Strategy Director:
John Redmond
President:
Thomas Felbermair
Head of Marketing Department:
Patrick McKenna
Communication & Launch Manager:
Rah Mahtani
Brand Communication Manager:
Brian DeAngelo
Production Company:
RESET
Director:
Marcus Soderlund
Director of Photography:
Pat Scola
Managing Director:
Dave Morrison
Executive Producer / Bidding:
Jen Beitler
Head of Production:
J.P. Colombo
Producer:
Ahnee Boyce
Edit:
Exile
Editor:
Robert Lopuski
Assistant Editor:
Stephania Dulowksi
Flame Artist:
Derina Doorley
Senior Producer:
Gwynne Evans Reid
Executive Producer:
Sasha Hirschfeld
Production Company:
BTS Film
Producer + Director :
Eric Gross
Director of Photography:
David Tayer
Photographer:
Justin Bettman
Music Supervision:
Winslow Bright
Music Supervision:
Search Party

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