Las Vegas gets special look at the 2025 Mini Countryman by way of the Sphere.
Sin City already had a remarkable and unique skyline, but the game has changed over the past few months thanks to the Sphere, a 366-foot-tall and 516-foot-wide entertainment arena and — more importantly for companies far and wide — a gigantic advertising venue. You’ve probably seen the emoji faces making the rounds on social media as well as a host of other crazy displays programmed into what’s effectively a giant digital billboard. Now, Mini is using the Sphere to show off its upcoming Countryman Electric model.
We wanted to think of this campaign as an art piece, not as an ad,” said Rob Lambrechts, who is the Chief Creative Officer of Mini’s ad firm Pereira O’Dell. “Sphere presented us with a new kind of creative challenge. Both in a physical sense, and a contextual one. People are coming to Sphere to have fun and be entertained, so we needed to integrate MINI in the least intrusive way possible.”
I’ll leave interpreting the last part of that statement and how it tracks with maximizing your message on a huge digital sphere up to you, but Mini did take to showing the car itself and some of its technology in the new ad campaign. Specifically, certain shots show the 2025 Mini Countryman Electric’s round OLED display and Spike, Mini’s frankly adorable personal assistant. You might not think so, but I’m a huge dog fan, so I’ll admit Mini got me a bit with their unofficial mascot.
The new Countryman EV, for its part, will arrive a few months after the gas versions hit dealer showrooms next spring. Pricing starts from $46,195 (including $995 destination), with the electric version putting out 313 horsepower and 363 lb-ft of torque. Mini pegs its range at around 245 miles and its 0-60 time at 5.6 seconds.
Mini’s ad campaign will run on the 700,000-square-foot Sphere display until December 2, with the brand taking over the sphere for four whole hours on December 1.
