Be Mini in Canada

Mini Canada is running “Be Mini”, a cheeky advertising campaign associating the brand with a mindset of openess, extroverted personality, extreme performance and fuel efficiency. A series of three television commercials, ared throughout April and May on conventional and specialty TV channels, introduces us to “Man Boobs”, “Seat” and “Moustache”, online at According to John Cappella, Director of MINI Canada, “With a perfect combination of customization, performance and fuel efficiency, MINI combines it all. We’re excited to show Canadians our new TV commercials that truly position MINI in a fun and cheeky way. We hope it inspires everyone to BE MINI.”

Be Mini commercial

MINI enthusiasts know that nothing handles quite like a MINI. And what better way to demonstrate this than with a pair of jiggly man jugs. Click on the image below to play the Man Boobs video.

The MINI is an incredibly fuel-efficient vehicle. Taxi 2 brought this to life by showing an exaggerated time lapse between fill-ups. Click on the image below to play the Car Seat video.

Driving a Mini is seriously fun, even when you’re riding shot-gun. Just hang on to your facial hair. Click on the image below to play the Moustache video.


The Be Mini campaign was developed at Taxi 2, Toronto, by creative director Lance Martin, art director Mike Blanch, copywriter Alanna Nathanson, broadcast producer Kevin Saffer.

Filming was shot by directing duo Woods + Low (Chris Woods, Jeff Low) via OPC, Toronto, with executive producer Harland Weiss, producer Dwight Phipps, and director of photography James Gardner.

Editor was Griff Henderson at Posterboy Edit, Toronto.

Sound and music were produced by Grayson Matthews, Toronto.