Hearst has secured an agreement with MINI USA, representing the largest digital-only deal in the history of the publisher’s Men’s Group.
MediaPost reports that the ads center on a video series starring Adrian Simpson of the BBC’s Top Gear.
“This campaign represents the next level of consumer-focused content and high-quality production,” MediaPost said. “Half the videos show test drives and lifestyles of real MINI owners, and some highlight the technology, performance, design and efficiencies of the car.” Ray Wert, who worked on the Jeff Gordon prank videos for Pepsi Max, is the point man on the campaign.
MINI was attracted by Hearst’s strong brand and multiple channels, according to MediaPost, and the publisher participated extensively in the production. The four videos that resulted focus on the automaker’s performance, technology, design, and efficiency.
To read more about the Hearst Men’s Group partnership with MINI USA, visit MediaPost.com.
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