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WCRS unveils film ads for launch of new Mini.(Brief Article)
WCRS has unveiled its first work for the launch of the new Mini with a series of cinema films.
The agency, which was appointed last July to handle the 10 million [pounds sterling] advertising launch, is positioning the car as a British hero in a series of short adventures.
The campaign focuses on the personality of the car itself, rather than the typical driver. It uses a tongue-in-cheek style to put the Mini at the centre of adventures.
The main film, a 50-second spot called "martians", shows London being invaded by robotic aliens that attack iconic buildings such as the Millennium Dome. The new Mini is shown riding in to save the day by luring a martian into a cattle grid trap. A spoof voiceover then announces: "Mission cancelled. Mini saves the world." The endline is: "It's a Mini adventure."
The "martians" spot is backed by two shorter films. "Lost city" shows the new Mini playing the role of ...
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