MINI gives larger-than-life preview of its new cars, AI driving assistants
MINI goes big — at the Sphere
There's something about cars and the Sphere in Las Vegas. Media coverage of the 2023 F1 Las Vegas Grand Prix in November nearly always included the Sphere. The Sphere was located inside the 3.8-mile F1 race track, which made it impossible to ignore the visual background on the 366-foot high and 516-foot wide screen. BMW Group's MINI USA division put the undeniable attention-commanding aspect of the Sphere to introduce the 2025 MINI Countryman Electric, the largest member of the next-generation MINI family.
From November 27 to December 2, MINI USA's campaign with the Sphere filled the Las Vegas skyline with still and animated images of the 2025 MINI Countryman Electric SUV. Pereira O'Dell, the independent creative agency that designed the oversized advertisement, also featured MINI's new intelligent personal assistant, Spike, in the Sphere's captivating visuals.