MINI Cooper Campaign Champions Unique British Characters

In its newest campaign for the new all-electric MINI Cooper and MINI Countryman, the automotive brand inspires people to get behind the wheel and experience first hand what makes its all-electric family so special. MINI worked with their partner Monks, the global, digital-first, data-driven creative brand under S4 Capital, to showcase the spirit of the new cars and their capabilities.

The 'How We MINI' campaign establishes what it means to be a MINI driver, creating a distinct philosophical perspective for each model, and positioning MINI as more than just a car, it’s a symbol of curiosity, and the fun of discovery, committed to MINI’s core values: iconic design, go-kart handling, and a driving experience that’s more fun than anything else on the road. 

The campaign features extraordinary characters who embody MINI’s British heritage and spirit of fun and adventure: Driving the all-electric MINI Cooper, British designer and milliner Stephen Jones shares how he celebrates character, creativity and craft. His flair for bringing iconic, whimsical looks to life is a match made in MINI heaven. Showcasing the all-electric MINI Countryman’s adventurous side, Dave Cornthwaite and his partner Ems - better known as Dave and Ems and leaders of the SayYesMore initiative - travel through the British countryside and along the coast from one adventure to the next. Their commitment to community-building, and embracing life to the fullest is the perfect power-up.

Simon Poett, executive creative director for MINI at Monks, adds, “The MINI feeling comes to life when you are behind the wheel... so who better to be in the driving seat of these new editions. The suitably iconic Stephen Jones, heralded British milliner in our legendary MINI Cooper and Dave and Emms Cornthwaite whose big point of view on life needed a suitably big car, the MINI Countryman.”

The campaign invites viewers to experience the cars for themselves, offering them a chance to see why the MINI Cooper and MINI Countryman are more than just cars—they’re a way of life. It’s now live online across social media platforms and MINI’s own channels, with hero films, stills and video.