Mini, the premium car brand, is set to do battle with a five-tonne monster truck in its latest advertising campaign. The film, called Mini Vs Monster, will give audiences their first experience of slow-motion 3D imagery enabling viewers to experience every aspect of the blockbuster.
Created by Amsterdam-based agency BSUR, the two-minute film is described as “a high-performance visual feast, designed to wow 3D-hungry audiences and leave Mini fans on the edge of their seats”. It launched in cinemas and on 2D TV on January 14.
Set at night in a floodlit stadium in Las Vegas, Nevada, a sell-out crowd of eclectic monster truck fans are silenced when the 1,800-horsepower truck takes to the air. In sensational 3D slow motion the truck's tyres skim tantalisingly close to the roofs of the four-strong line-up of: Mini Cooper Convertible, Mini Cooper Clubman, Mini Cooper S and Mini Cooper S Countryman.
As the truck hurtles through the air and the crowd cheers, it is not clear whether the four-wheel cannonball will complete its trajectory.
Jason Schragger, BSUR executive creative director, said: "This new 3D technology makes you really feel like you are in the crowd and are part of the jump. You experience every detail, it's better than being in the stands. 3D is the future of a new wave of immersive advertising which puts viewers at the heart of the action, which this film certainly does."
The nail-biting epic required a crew of 120 people, including one stunt driver, six 3D technologists and scientists who calculated the truck's chances, before filming with a state-of-the-art 3D rig.