BERLIN (AP) — Advertising agency Jung von Matt rolled out a new international campaign for MINI Cooper, highlighting the electric MINI Cooper, MINI Cooper 3-door and MINI 5-door through the eyes of a daydreaming car-wash attendant.

The 30-second television commercial shows the worker fantasizing about zipping through city streets in each vehicle. A shorter 15-second version condenses the narrative. Each spot highlights the distinct personality of the models, from the electric variant’s zippy efficiency to the practicality of the five-door option.

Jung von Matt’s offices in London and Zurich drove the creative development. Dentsu managed media buying, data analytics and technology integration. Accenture Song handled social media execution. Additional support came from BECC Agency for production, Meiré und Meiré for design and Serviceplan for broader strategy.

The campaign launches across Europe, North America and Asia, blending digital, out-of-home and broadcast elements. It marks Jung von Matt’s first major project for MINI since securing lead agency duties in 2023.

“MINI allows storytelling in a way most car brands simply can’t,” Christian Kies, chief creative officer at Jung von Matt Schweiz, said in an interview with Agency Daily. “Because it’s so iconic and culturally loaded, you don’t have to explain it. You can play with it.”

Kies emphasized emotion over specs. The dream sequence lets the cars’ heritage emerge naturally, he added. Viewers see the worker polishing vehicles by day, then slipping into vivid reveries behind the wheel.

Jung von Matt brings experience with high-profile clients to the table. Its portfolio includes campaigns for BMW, Topps trading cards and adidas sportswear. The agency, founded in 1990, operates from multiple hubs in Germany, Switzerland and the UK.

MINI, a BMW subsidiary, positions the Cooper line as fun-to-drive compacts with premium touches. The electric model targets urban drivers seeking zero-emission thrills. Sales data from BMW shows strong demand: MINI delivered 235,000 vehicles worldwide in 2023, with electrics gaining ground in Europe.

Industry watchers expect the campaign to boost brand buzz. Dentsu’s data tools will track engagement metrics in real time. Accenture Song plans influencer tie-ins and user-generated content prompts on platforms like Instagram and TikTok.

“We’re thrilled to partner with such a creative powerhouse,” a MINI spokesperson said. Details on exact markets and spend remain under wraps, but executives hint at extensions into 2025.

The push arrives as MINI refreshes its lineup. The new Cooper models debuted last fall, blending retro charm with modern tech like advanced driver aids and infotainment systems. Production occurs at BMW’s Oxford plant in the UK and Regensburg site in Germany.