Mini Canada’s musical stylings

The brand gets patriotic with an anthem, using only the car for sound.
mini cars

Mini Canada is showing its cars embracing the Olympic spirit in a new spot online, in which a group of its fleet “sing”  “O Canada” using their own horns, doors and engines.

The spot, called “Mini Sings ‘O Canada’” features creative from Toronto-based Richmond Day and a media buy from Media Experts, video work from Corner Store Films and SNDWRX Audio on sound. It promotes Mini Canada’s parts and accessories department while also activating around the car’s role as Team Canada’s official vehicle for the Olympic Games.

Living online at Minisingsocanada.ca, the spot is being promoted through a one-week YouTube and Facebook-based media buy, falling in line with the first week of the Olympics. It was also pushed out to existing Mini Canada customers through a direct mail campaign.

Mini Canada is owned by BMW, which is doing the lion’s share of the activating around the Games, says Sandro Liburdi, founder, Richmond Day.

This isn’t the first time a brand has gotten patriotic. In 2012, just before the London Summer Olympics, Molson Canadian and Rethink also rolled out a digital “Canthem,” using bottles and cans to recreate the country’s anthem.