GRAB THE CORNERS – MINI launches global campaign for John Cooper Works models.

Munich. The campaign — Grab the Corners — showcases the uniqueness of the new John Cooper Works models and goes back to John Cooper — a sports car constructor who converted a Mini into a racing car. This mini won the Rally Monte Carlo in 1964. During the conversion, John Cooper focused — in contrast to his competitors — not on optimizing speed on straight routes, but on cornering behavior.

This DNA is still part of the MINI John Cooper Works family today and was implemented in the integrated campaign by Anomaly London. The campaign films unsurprisingly feature heritage, community and countless corners to show the John Cooper Works car in action. Accompanied with a British voiceover and adequate soundtrack, the films highlight what MINI fans love about the John Cooper Works brand – from the MINI community to the go-kart feeling. The films were shot in Mexico City and feature a cameo from Charlie Cooper, the grandson of John Cooper.

Photographs and digital activations are part of the campaign that started worldwide on October 14th, 2024. Local launches in key markets will follow over the next weeks and months.

Innovative technologies meet sporty design highlights.

The first two all-electric John Cooper Works models — MINI John Cooper Works Electric and MINI John Cooper Works Aceman — were presented for the first time at the Paris Motor Show (October 14 — October 20, 2024) and, just like the MINI John Cooper Works, the MINI John Cooper Works Convertible and the MINI John Cooper Works Countryman ALL4, impress with unique sporting elements and innovative technologies. In addition to JCW sports seats, a selectable contrast roof and the specific chassis setting, the boost function for electric family members in particular is reminiscent of the brand’s racing history.