Bawdy British humor rules the spot set up as a game show where the obnoxious host invites a noob contestant to “cram it in the boot.” That is, put as much stuff as possible into the rear compartment of the redesigned and bigger Mini Countryman model.
Meant to showcase the British heritage of the Mini as well as the brands’ larger storage area, "Cram It In the Boot" ended up also raising eyebrows. The spot was created by Butler, Shine, Stern & Partners, which would return Mini to the game in a more serious take for 2016 ("Defy Labels").
Production company: Hungry Man. Creative directors: Steve Mapp, Lyle Yetman. Agency producer: Kate Morrison. Editing: Number Six Editorial. Editor: Chan Hatcher.
AGENCY: Butler, Shine, Stern & Partners
QUARTER AIRED: Q3