MINI Promos Automatic Emergency Brakes In ‘Danger Brakes For You’ Via Colenso BBDO

MINI Promos Automatic Emergency Brakes In ‘Danger Brakes For You’ Via Colenso BBDO
B&T Magazine
Edited by B&T Magazine



MINI is promoting its growing suite of smart features, starting with automatic emergency brake assist, a feature that senses obstacles on the road in front of the car and automatically applies the car’s braking system.

To bring the benefit of the technology to life, MINI teamed up with Colenso BBDO to create the ‘Danger brakes for you’ campaign.

A series of images show a foot, hoof or paw, each representing a potential road hazard applying the brake for the driver.

Colenso BBDO executive creative director Simon Vicars said the agency was searching for a quick and simple way to explain complicated tech.

“This idea felt fast and funny, which for us are the right two ingredients for making a memorable MINI campaign,” he said.

MINI retail and network marketing manager Victoria Abbass added: “As cars get more advanced, humanising the technology available becomes even more important, and the MINI brand is uniquely suited to do that in a fun way.

“’Danger brakes for you’ is visually disruptive and intriguing, but ultimately it’s so simple and that’s what we love about it.”

‘Danger brakes for you’ will roll out across social channels, print and OOH, and was shot by photographer Mat Baker.

Credits for the campaign are as follows:

Client: MINI

Client: Alex McLean, head of marketing

Client: Victoria Abbass, retail and network marketing manager

Agency: Colenso BBDO

Photographer: Mat Baker




Please login with linkedin to comment

Colenso BBDO Danger Brakes For You mini

Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]