Mini 'Mini vs Boredom' by WCRS

Mini has launched a new national ad campaign developed by WCRS with the digital element by Profero.

The campaign is designed to reaffirm Mini's status as the defining British car -- cool, individual, irreverent and exciting.

The campaign idea centres on defining boredom, the antithesis of what Mini stands for, and then shows Mini leading the fight against it.

The TV and online campaigns will play on notions of discovery and stimulation, with Mini acting as a weapon in the fight against the tedium of daily routine.