Mini is about to launch pleasure officers – a new cinematographic campaign led by Jack Lowden, producer and Golden Globe, reinvented, reinventing the car as something completely different: a net short film inspired by the spy with the subversive spirit and the cultural edge. It marks a return to advertising led by narrative – where the scenarios of history are impacted, the rules are folded in a fun way and the Mini John Cooper Works shares the projector as a full -fledged protagonist.
Lowden’s involvement underlines the cultural credibility and the feeling of timing of the campaign. In the tone and execution, it reflects the resurgence of the spying thriller – an increasingly established kind in the United Kingdom, in particular London. At the heart of these stories is the intrigue, management errors and a dose of outsiders’ misdeeds – themes that resonate in culture at the moment. Fun channel agents that are annoying, offering a fun mini approach on gender.
Directed by Ilya Naïsuller, best known for cult action did not hit anyone and the thriller in the first hardcore person Henry; And shot on a 16 mm film by Golden Globe – the director of nominated photography Christopher Ross (Shōgun, the day of the jackal), the film is based on the visual language of classic spy thrillers, refracted through a modern and conscious British lens.
Acclaimed for its layers in layers and quietly provocative in slow horses, blessing and gold, Lowden brings a charisma based on the main role of the campaign: an agile and agile figure sailing in an elegant world of spying. The Mini John Cooper Works (JCW) plays not only a support role, but a real accomplice on the screen – compact, fast and deliberately difficult to identify.
“I have always been interested in stories that invite the public to read between the lines,” explains Lowden. “It stood out, not only because he looked good or moved, but because he seemed to be the author. He played with a form in a way that still had rhythm and mind. It is the kind of work on which I attracted, whether on stage, on the screen or here; something that trusts the public and does not shout. It is intelligent, but it does not take too seriously.”
Agents of Fun plays like a spy film with a satirical edge – combining energy with high issues with the fourth spirit destroyed. Jack Lowden acts as our conduct between the world of film and the public, offering a performance that balances cool charm and dry humor with a real pathos. He guides viewers through chaos with a wink and a feeling of emotional depth that anchors the elegant mischief of the film.
The waterfalls are strongly choreographed but deliberately expelled; The Mini John Cooper operates fascinating maneuvers, to be masked by playful censorship graphics that echo the appearance of classified documents. This writing is at the heart of the idea: the action is hidden, just out of reach, viewers attracting it on the canals where we are really allowed to show it. Ironically, by following the rules of the letter, the campaign creates a cinematographic sleight of hand; Where the prosecution is felt more than seen, and the tension gives way to the mind without ever losing its rhythm.
In a context of visual tension and coded intrigue, the film explores the themes of escape and identity – with the mini JCW itself intelligently expurgated, referring to its performance without revealing it pure and simple. It is positioned as the ultimate climbing car, moving with ease in a world that is just slightly offset.
Shot completely on site at Mini Plant Oxford, the film implements its surrealist edge in a place where each mini is born, lending an additional layer of authenticity to history. The mini has always worn this energy from the outsider – compact but without compromise, underestimated but impossible to ignore. His legendary kart feeling is not only a quirk; It is a conception philosophy.
“The memory was simple: breaking the rules,” said director Ilya Naïsuller. “Most of the automotive ads on tiptoe around the convention – it consisted in pulling the thread and looking at everything to untangle. We wanted something cinematographic, subversive and shamelessly daring. Jack Lowden? The perfect partner in crime. “
While the heroes campaign of Mini John Cooper works, Agents of Fun reflects how brands and talents are sailing more and more in space between culture and trade. Rather than relying on traditional car trophies – or the industry’s pivot to sell lifestyle in response to strict advertising limitations – it crops performance by emotion, agility and freedom of creation. It is a deliberate change which echoes the wider ambition of mini to present itself in culture in a way that feels both resonant and relevant.
David Beattie, director, mini UK, says: “There is no other brand that could deliver something like pleasure officers, it is daring, unexpected and motivated by joy. This campaign is to remind people what Mini has always represented – performance with personality. We do not want to do another automotive advertisement, we wanted something that seemed intelligent, cinematographic and mini unise. ”
Agents of Fun launches through digital, social and cinema on June 27, 2025.
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The BMW group
With its four BMW, Mini, Rolls-Royce and BMW Motorrad brands, the BMW group is the world’s leading manufacturer of automobiles and motorcycles and also provides premium financial services. The BMW Group Production Network includes more than 30 production sites worldwide; The company has a network of world sales in more than 140 countries.
In 2024, the BMW group sold more than 2.45 million passenger vehicles and more than 210,000 motorcycles worldwide. The profit before tax during the 2024 fiscal year was 11.0 billion euros on the income of 142.4 billion euros. As of December 31, 2024, the BMW group had a workforce of 159,104 employees.
The economic success of the BMW group has always been based on long -term reflection and responsible action. Sustainability is a key element in the BMW group business strategy and covers all the products in the supply chain and production at the end of their useful lifespan.
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