“Trust Your Inner MINI-Logue”: Pereira O’Dell Reveal Annual Summer Campaign for 2023 MINI Electric

On the tails of a successful awards season, MINI USA unveil the annual summer campaign for the 2023 MINI Electric, in partnership with creative AOR Pereira O’Dell, titled “Trust Your Inner MINI-Logue.”

We’re typically told to buy electric vehicles (EV’s) for unselfish reasons – the environment, future generations, cost savings, etc. While other car companies lean into these reasons to buy EV’s, MINI knows that the real reason people buy a MINI Electric is to treat themselves.

We all have the world’s best salesman inside our heads – and most people say you should ignore that voice – you should be practical, be real, be serious. But sometimes, that fun-loving, thrill-seeking, self-indulgent little voice actually knows exactly what’s best for you. To celebrate that inner voice, MINI USA is once again partnering with Pereira O’Dell — but this time on a more… unconventional campaign.

This summer, MINI USA is launching an interactive AI experience on MINIUSA.com, where users can record themselves asking, “Why should I get a MINI Electric?” and the AI creates a version of them that looks and sounds *almost* exactly like them — except for one very important detail — the voice you hear will be lower in frequency, so it sounds more like the voice you actually hear in your head. With the help of AI voice cloning and deep fake technology, you can actually have a conversation…with you. The AI version of you will give more reasons why you should get a MINI Electric, and then it creates a sharable video optimized for social platforms. TRY IT HERE!

Pereira O’Dell’s social team is helping MINI USA leverage both lifestyle and tech influencers to ‘demo’ the AI experience ahead of launch and will use their reactions to amplify the page on social through paid media. In addition to the AI experience, a series of spots will run across digital and social. See the spots here.

The spots feature Unreal Engine MetaHuman animations – floating, talking heads visualizing the internal dialogues of someone attempting to convince themself of the multitude of fun, wonderful, and sometimes peculiar reasons why owning a MINI Electric makes perfect sense.

In terms of production, MINI USA also wanted to limit carbon footprints as part of the EV campaign. To reflect this, we eschewed traditional production methods. Instead, we embraced the Unreal Engine and a more unconventional approach.

Jordan Strode-Young, Creative Director, Pereira O’Dell explains: “Everyone’s first reaction to hearing their own voice is usually the same, ‘do I really sound like that?’”. “We want people to hear that inner voice they’re so familiar with. It’s been a fun challenge working with Current Studios to get that voice — your voice — just right.”

Patrick McKenna, Department Head, Marketing, Product and Strategy, MINI USA explains: “MINI loves being on the cutting edge of technology yet staying playful to convince Americans to go Electric using the exciting frontier of AI,” “We’re giving individuals the chance to connect with their inner AI self and convince themselves of the value of a MINI electric vehicle in a fun and engaging way.”

CREDITS:

Brand Team: MINI USA

• Vice President of the Americas, MINI: Michael Peyton
• Department Head, Marketing, Product and Strategy: Patrick McKenna
• Brand Communications Manager: Lisa Randall
• MINI Digital Communications: Matthew Shukaitis

Creative Agency: Pereira O’Dell

• Co-Founder, Creative Chairman: PJ Pereira
• Chief Creative Officer: Robert Lambrechts
• Creative Director: Jordan Strode-Young
• Creative Director: Spencer Campbell
• Senior Art Director: Robyn Frost
• Senior Copywriter: Henry Foenander
• Senior Copywriter: Will Martin
• Copywriter: Cain Luke
• Studio Manager, Mechanical Artist: Evan Zelermyer
• Director of Brand Management: Erin Shanahan
• Brand Director: Catie Coonan
• Senior Brand Supervisor: Diana Soloaga
• Brand Strategy Director: John Redmond
• Director of Social Strategy: Kate Wadkins
• Senior Social Strategist: Gaby Ringvald
• Community Manager: Rebecca Nañez
• Executive Producer: Darbi Fretwell
• Producer: Megan Wasserman
• Senior Integrated Producer: Dana Canneto
• Director of Business Affairs: Shirley White
• Business Affairs Manager: Stephany Stinson

Barrelhouse Production:

• Producer, Director of Content Production: Josh Diaz
• Sound Design & Mix: Joel Hopper, Levology.

AI Development: Current Studios

3D Animation Films: Craftshop 

Media: Universal McCann Worldwide

• VP, Group Partner: Stuart Turnbull
• Senior Manager: Nicole Taddonio