Tool and MINI Take You For the Test Drive of Your Dreams
In this thrilling 10-spot package entitled “Final Test Test Drives,” Tool collaborated with BSSP to find real MINI owners in order to help them experience the test drives of their dreams.
The gorgeous “Midnight Black Light” is directed by Tool’s Ben Tricklebank and BSSP’s Steve Mapp and features MINI driver Alex C. as she sees her vehicle’s LED headlights transformed into black lights. As she speeds through a wall of glass tubes filled with fluorescent paint, her MINI creates a sea of cascading neon green. Tricklebank also directed the pulse-pounding “Vertigo,” showing stunt enthusiast and MINI owner Ryan G. as he races to the top of a parking garage and back in less than two minutes. In “Getting Medieval,” Tool Director Erich Joiner delivers a hilarious reimagining of a jousting tournament using MINIs as the horses.
MINI initially launched the project as a contest, receiving over 800 submissions before narrowing it down to the 10 owner-submitted concepts that appear in the spots. Running from one to two minutes each, the web films were released together as part of a MINI microsite that ties in with the launch of the new BWM MINI Cooper Hardtop. Other videos in the series include “Mini Golf,” “Sex Appeal,” and “Parallel Universe.”
The MINI spots continue a run of great projects for Tool, including “Lotus F1” for Microsoft, the recent “Baby Quits” spot for E*TRADE, and the “First Love” campaign for Playstation’s Gran Turismo 6.
Client: MINI USA
Department Head, Mini Marketing: Tom Salkowsky
Mini Marketing Communications Manager: Lee Nadler
Agency: Butler, Shine, Stern & Partners
Executive Creative Director: John Butler
Creative Director/Director: Steve Mapp
Creative Director: Lyle Yetman
Art Director: Sinan Dagli
Copywriter: Lucas Zehner
Director of Broadcast Production: Adrienne Cummins
Producer: John Riddle
Associate Producer: Rachel Saxon
Production Company: Tool of North America
Directors: Erich Joiner, Ben Tricklebank
Director of Photography: Crille Forsberg
Production Designer: Justin Trask
Managing Director/Executive Producer: Oliver Fuselier
Line Producer: Kelly Christensen
Executive Producer: Richard Quan – Cleaver/Butler, Shine, Stern & Partners
Editors: Eddie Ringer and Dave Becker – Cleaver/Butler, Shine, Stern & Partners
Editor: Doobie White – Therapy Studios
Editor: Pete Koob – Cut+Run
Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny… visually engaging… and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.