Brand: Mini Cooper / Agency: TBWA/
The new all-electric MINI Cooper with Yu Qian
Mini Cooper China works with the legendary comedian Yu Qian in the release of the 2024 new all-electric Mini Cooper. The film idea centers the Beijing dialect of Érhuà, which adds the pronunciation of "er" or 儿 at the end of certain words. Sometimes the "er" compeletly changes the meaning. For instance, the word for noodles can becomes the word for face with "er" attached. It is fun to add “er”, just like how fun Mini Coop(er) is. The film generates an immediate hit across all social media platforms in China right after the release.