Mini USA is celebrating the car brand's British roots with a new campaign featuring British musician Labrinth.
The creative, developed by Pereira O’Dell, features Labrinth singing "Don't Fence Me In" as he drives through an empty city before leaving to enter a recording studio.
His “Don’t Fence Me In” will become available as a full-length, studio-recorded song for Mini drivers and more to listen to when they seek inspiration on the road. Mini and Pereira O’Dell gave Labrinth full creative control over its creation, so as not to “fence him in,” so to speak, says an agency spokesperson.
Promotional premiums related to the song are also part of the campaign, such as vinyl records to be distributed at places like local dealerships. In addition to the song, the campaign includes some behind-the-scenes elements, digital, video, social and print.