Mini takes turn for the surreal in cinema ads.(new advertising campaign for Mini car)

A naked man is hit on the head with a dead fish and an ad is played out in reverse in WCRS's latest cinema campaign for Mini.

Kicking off on 7 March, the campaign will run in bursts on alternate weeks for 12 weeks. A second tranche of activity will launch in July, just before the new registration period.

In the first ad, called 'adhop', a Mini performs the slightly surreal stunt of jumping over the following ad. The car drives up the ramp and jumps off the screen to the right. The ad then cuts to the next spot.

The Mini later enters the screen from the left and lands on the down ramp. A voiceover, which is split across the two parts of the ad, runs with the line: 'Mini attempts to leap over the next advert ... success. The end. It's a Mini adventure.'

The next spot, 'backwards', plays a typical Mini adventure scenario but in reverse. The ad begins with a man eating his hat in a Mini, with the voiceover: 'Man eats hat. The end. It's a Mini adventure.'

The commercial then runs backwards, by cutting to a black-screen with text such as 'ten seconds earlier', to reveal the stages in the story.

It cuts to a beautiful woman grabbing the man's friend from the car and snogging him.