MINI launches new Countryman with the Las Vegas Sphere

MINI is going on the big screen - the world biggest LED screen, in fact.

The firm opted to launch its new generation of cars in the U.S.A at the Sphere in Las Vegas, and has worked with independent creative agency Pereira O'Dell to launch a creative campaign featuring Spike, MINI's Intelligent Personal Assistant and digital companion as well as the new 2025 MINI Countryman Electric.

The campaign, played on the giant spherical display that dominates the Las Vegas skyline, features Spike playfully interacting with the new all-electric SUV. MINI's takeover of the sphere will run until 2 December 2023, and the firm will host a special four-hour takeover on 1 December 2023.

The campaign will also spotlight MINI's new advanced technology stack that resides within a high-resolution OLED screen. This new screen will also offers access to new personalised Experience Modes that offer a more immersive and engaging driving experience - perfectly suited to being featured on the spherical exterior of the Sphere.