MINI marketing doesn’t come out of the box marked ‘Traditional Car Promotions’. Love it or hate it, MINI marketing comes very much from left-field, and the marketing for the new MINI JCW Countryman continues that tradition.
A couple of weeks ago we had video of the JCW Countryman blatting across hostile terrain with a man in what looked like a flying suit strapped to the roof. He was still there at the end of the VT despite the tag line of the video – Expect the Unexpected.
But now we get the follow-up with MINI attempting to use the JCW Countryman as a launch pad for human flight. The guy on the roof has on a winged flying suit and is attached to the MINI by a cord and winch. Slamming on the anchors at the edge of a precipice launches the rocket man from the roof of the Countryman in to human flight.
It’s a typical bit of MINI marketing for the JCW Countryman, and MINI don’t forget to get back on message at the end with the tag line ‘Racing is in our Blood’. Which, as the MINI JCW Countryman is busy going WRC rallying, is the point of making a production version of the WRC car with the JCW Countryman.
Which is all a lot better than explosions and a soundtrack of ‘Take My Breath Away’. Probably.
MINI Countryman John Cooper Works Photo Gallery
(21 photos – click any thumbnail for full gallery)
MINI John Cooper Works Countryman Flying Man Video