Tony Hawk takes his sons on an adventure to the perfect skate spot in the newest MINI Countryman commercial
Editors note: Tony Hawk has been an ambassador for MINI for quite some time. We sat down with Lee Nadler, Marketing Communications Manager at MINI USA, to talk about Hawk, his contribution to the brand, and their inspiration behind the commercial spot that first aired at the beginning of this week.
A MINI Countryman Adventure with Tony Hawk (Extended)
What was the inspiration behind this journey?
Family was the inspiration behind this journey with Tony and his sons. This is the first time that MINI has ever created an ad campaign focused on the family. We wanted to demonstrate that a bigger, practical family vehicle, like the Countryman, can still be fun to drive. You start to lose that aspect when people start to think about a family vehicle. We wanted to show people that you don’t have to sacrifice anything when you buy a MINI Countryman as a family vehicle.
Where will the spot air?
The TV spot kicked off earlier this week during the NBA Western Conference Finals and will continue to appear over the next several weeks during high profile sporting events and season premieres. There will also be a significant presence online and through the MINI USA social media channels and digital properties. It was also start running today on The Ride Channel on YouTube.
Why is having Tony as a Mini ambassador important for the brand?
The most important thing we look for in our partnerships is authenticity which is why Tony is a perfect partner for MINI. Being a true original and an innovator (not to mention a MINI owner), we found a synergy with Tony and his brand that feels genuine and authentic for both parties. Not only was Tony excited to make his first TV commercial with us, he was stoked to have his kids be a part of it with him. He's never done that before. It made the whole thing very real and authentic for both MINI and Tony.
Behind the scenes with Tony Hawk