Given BMW’s previous venture into branded web-based film content, I guess it’s no surprise that the Mini is now following suit.
The US division is developing a series of six films featuring a seventies action hero called Hammer and his car ‘Coop’ (Mini Cooper…geddit?). They were directed by Todd Phillips, who also did the Starsky & Hutch film. The first two were launched here on Monday, following offline teasers. They’re not as slick as the BMW Ritchie films but a lot of fun nonetheless – and there’s some gratuitous car washing to boot.
Next month, they will be doing a faux music video for 80’s MOR classic, Heat of the Moment by Asia. Can’t wait for that one (no, I actually mean it)