Mini goes for 'Big Love' in first work from Anomaly

Global push celebrates differences and diversity

Published On
Feb 02, 2021

Editor's Pick

Mini is celebrating people's (and its cars') differences and diversity in a new global brand campaign, centered around the tagline "Big Love."

The work, the first from Anomaly for the brand since it was appointed to handle Mini's global brief last May, kicks off with a colorful, upbeat spot in which a diverse cast of drivers of different styles of Mini (as well as other characters traveling by bus and taxi, for example) interact with each other and come together despite differences. "We're all different, but pretty good together," says the caption. The soundtrack is Jackie Wilson's "Higher and Higher (Your Love Keeps Lifting Me)."

In a statement on its website about the campaign, Mini says: "Our cars are built with BIG LOVE; cars for everyone to express themselves differently." 

The ad was directed by We Are From L.A., via Iconoclast Berlin.