Matthew Miller
Mar 25, 2014

Mini ninjas attack hearts in Japan Mini ad

JAPAN - Three ninjas execute a sneak attack under cover of darkness in an ad that focuses on the 'soul' and 'playfulness' of the Mini Crossover, rather than vehicle features.

The 30-second spot, by Beacon/Leo Burnett Tokyo, is running until May in Japan. Where previous ads focused on the functional benefits of the car's size and four doors, this ad has struck a chord among consumers by showing the authentic playful spirit of the brand, according to the agency.


Creative Agency: Beacon/Leo Burnett Tokyo
Creative Director: Naoki Nishimura
Executive Creative Director: Jon King
Art Director: Yukichi Shikata, Mikiko Hisamichi, Ai Yamaguchi
Copywriter: Daichi Tanaka
Account Management: Gavin Cranston, Yuki Watanabe, Gaku Saito, Kenichi Takagi, Tatsuya Fukudomi
Strategic Planning: Tomoki Hamamoto
Photographer: Yoshinobu Yoshida
Production Company: TYO team S
Agency Producer: Takumi Kubota
Producer: Kentaro Kinoshita
Production Manager: Seijiro Hosoya, Hidemasa Sakashita
Director: Wataru Sato
Lighting: Keizo Kazuaki
Art: Hiroyuki Harada
Sound Effect:  Reiji Kitazato
Edit and MA: PPC
Casting: Mizuki Horiuchi
Stylist: Yoshie Masui
Hair & Make-up: Shoko Kinoshita


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