Mini Emerges From UK Lockdown With Ad Celebrating Factory Reopening

The automaker is the latest brand to shift marketing into the recovery phase

Cars in a factory
With 'Re-emergence,' Mini is the latest brand to look beyond the coronavirus. Mini / The Brooklyn Brothers London
Headshot of Sara Spary

Mini has become the latest brand to shift its marketing beyond lockdown with a series of short films to mark the restarting of production at plant in Oxford, southern England.

The British car brand, which had to close its factories due to the coronavirus lockdown in the U.K., has released a series of 30-, 20- and 10-second spots to herald the reopening of its plant, which resumed production Friday.

Created by agency The Brooklyn Brothers in London, the films feature Mini’s electric model being produced inside the factory and are designed to mark a “small step forward in the nation’s journey to recovery,” the agency said.

The work, the agency added, marks a deliberate shift in tone toward optimism as the U.K. begins to emerge from the peak of the crisis.

Footage in the ads was shot in March, just before lockdown began.

Agency: The Brooklyn Brothers
Chief Creative Officer: George Bryant
Creative Director: Lex Down
Senior Creatives: Jon Grant, Dave Farthing, Bryan Stewart
Business Director: Adam Newman
Senior Account Director: Max de Rohan
Account Manager: Laura Tolhurst

@saramayspary Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
Publish date: May 27, 2020 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT