TV ad: MINI: Mini vs Monster

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MINI, the premium car brand, has thrown down the 3D gauntlet, and set a new benchmark for international advertising.

In a world-first use of 3D slow motion technology, pioneered by MIT* scientists, the two-minute film entitled MINI vs Monster, is a high-performance, visual feast that will grip audiences when it opens in US cinemas in January before a global rollout.

The two-minute epic is the latest edition of the MINI Family strategy and was devised by Amsterdam-based, BSUR.

The film was directed by Robert Jitzmark, who employed a crew of 120, including six 3D technologists and scientists who were on hand to calculate the truck’s chances, and film with a 21st century 3D rig. The set required 30,000 cubic yards of sand to be imported and the entire shoot from preparation to jump took six days to complete. A mix of stadium lights and special helium-filled balloon lights helped enrich the 3D quality.

Online seeding, PR, Facebook and search engine marketing all support the campaign. Social media PR agency, Renegade Media, has created a Facebook and blogger outreach campaign, to engage fans around the launch.

Whether the monster truck made the jump or not is the starting point for Renegade's digital activation. A Facebook takeover from 12 to 14 January will see characters from the film star in an online soap opera. Each day MINI will invite each of the film's main characters – including the driver, veteran trucker and stunt man Russell Steeley – onto the MINI Facebook page as a guest moderator, unveiling a 10-second teaser video staring the character, who will interact with fans and spark conversations about the jump.

MINI vs Monster will air in 90, 60, 30 and 20-second 2D formats, which are supported by a raft of assets, including a 'making of' film, trailers, teasers, and interviews with the cast and crew.

While TV technology can’t yet deliver the same 3D experience, a high-definition 2D version of the film will rollout globally on and offline – in the US, Germany and Italy.

*Massachusetts Institute of Technology