Just not Mini enough

I've owned two Minis. My parents had one too when I was a teen.

Suffice to say I am a serious brand advocate.

Which is why I was so excited to hear that Mini USA had done a campaign film about the creator of the Mini, Alec Issigonis.

It's lovingly crafted. And really quite charming.

But for me it's just not exciting enough for the Mini brand.

Visuals by Virgilio Villoresi and illustrator Virginia Mori for the agency 360i.