A sporty car speeds down the road and ends up on a set, the director yells, "cut" and a few men go and lift the body of the car to reveal a Mini Cooper.

Instead of reserving a double page like everyone else, we reserved two consecutive pages (1/1) on both of which the MINI was only half shown. So it looked as if the MINI was driving directly round the page, around the sharpest bend in the world.

The promotion worked excellently for the brand by claiming driving a MINI is more fun than flying a sports airplane and it made a good point for the new claim, "Let’s MINI."