Ohayo gozaimasu or Good morning...

It's just after 7am in Tokyo just about to head for breakfast and then into the conference room where we plan our strategy for the MINI Clubman shoot in downtown Tokyo. We also have an night shoot tonight as we aim to capture the energy and vitality of the new addition to the MINI brand - The MINI Clubman.

I actually had a drive last night and for an extended MINI it is incredibly agile - The rear door and side door are works of art in quality , ease of use and the rear has surprisingly good legroom compared to the regular MINI (and with optional sliding- Roof) It is also very panoramic and rear passengers are less likely to have a panic attack than in the MINI hatch. - Would be MINI owners are going to make a bee-line for this car - It's the MINI made for non MINI owners.

Why Japan? Besides the fantastic food and nightlife and interesting culture - Tokyo fits in with the metropolitian approach and the designation lifestyle of the MINI brand. I have loved Tokyo ever since I saw "Akira"
The Clubman is extending the ideals of MINI as a lifestyle rather than just a product. We made that decision with the first MINI to approach MINI as a lifestyle rather than just a car which turned out to be very successful indeed.

MINI is and will always be a "young Brand" even though it is a product Which appeals to all ages. The Clubman shoot is all about the energy MINI is all about.
The campaign will be very visual with an urban feel with a thumping soundtrack and what better City to showcase this in than the neon fairground of Tokyo.

Sayonara .