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.