• by Fern Siegel , Today

The agency Jung von Matt has developed and produced a global campaign for the MINI Cooper. The campaign focuses on three models, via a car-wash worker who dreams he is driving every model.

The tag reads: “Three cars. One dreamer.”

The 30 second is here and the 15-second spot here. Each iteration reflects the automobile's singularity. The electric MINI Cooper, MINI Cooper 3-door and MINI 5-Door are all profiled.

The cross-media campaign runs across three continents. Jung von Matt's London and Zurich offices led the creative, with dentsu handling media, data and tech, and Accenture Song responsible for social media. BECC Agency, Meiré und Meiré and Serviceplan also weighed in.

“MINI allows storytelling in a way most car brands simply can’t. Because it’s so iconic and culturally loaded, you don’t have to explain it, you can play with it. That’s what enabled us to focus on emotion and storytelling first, and trust that the product will shine through naturally,” Christian Kies, chief creative officer at Jung von Matt Schweiz told Agency Daily.

This is Jung von Matt's first major work for the client since since winning lead agency status last year. The agency's creative includes BMW, Topps and adidas.