Crispin Porter & Bogusky London created the campaign, which is called 'The Cultural'. The first film is called "this way is my way" and is about a New York tattoo artist called Scott Campbell, who talks about the philosophy behind his art. No MINIs are featured in the spot although at the end, a message flashes on screen telling viewers that the film was presented by the new MINI Clubman, followed by the strap line "go with your gut".