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MINI has invested in a sponsorship package with Channel 4 to promote the MINI Countryman around all ‘Adventures on 4’ programming in 2021.

To launch the sponsorship, which has been negotiated by Wavemaker, a series of idents have been made by Earned-First advertising agency The Brooklyn Brothers, to capture the fun and unique, everyday adventures that people experience, no matter how big or small. They premiere on Tuesday 26th January around Channel 4’s Secret Safari: Into The Wild.

At a time when people are eagerly anticipating the chance to rediscover the great British outdoors, the spots give the nation a taste of the everyday ‘ADVENTCHAAA’ with MINI Countryman, all in a tongue-in-cheek & optimistic MINI style.
To deliver a relatable and honest outlook on the adventures MINI Countryman owners have The Brooklyn Brothers teamed up with BAFTA winning, Oscar nominated director, Michael Lennox (director of the acclaimed TV series; Derry Girls), represented by his UK production company, 76Ltd. His skill in drawing out nuanced, believable performances coupled with his eye for comedy and his ability to find the funny in everyday life, made him a brilliant choice.
David George, Director of MINI UK, says: “The work perfectly captures the Countryman’s spirit of adventure from behind the wheel of the biggest, boldest most adventurous MINI ever - The MINI Countryman.




Simon Poett, Executive Creative Director at The Brooklyn Brothers, says: “It’s always a privilege to work with such an optimistic and iconic brand and product range at this time.”

“Our ‘Adventchaaa’ idents celebrate our thirst for fun & possibility in the everyday. Even at a time when it’s been thwarted, our thirst for Adventchhhha remains. Michael Lennox brought inspiring simplicity and a comedic deftness of touch to the work.”

Ben Levy, Strategic Planning Lead at Wavemaker said “MINI needed a bold property that shared their passion, energy and optimism, and this sponsorship with Channel 4 will surely provoke growth for the iconic brand.”


The new MINI Countryman is priced from £24,495 on the road.