"Space"

4 November 2016

1 min 45s

Swim away with me.

Good Egg's Lisa Gunning has directed a trio of films for Mini imagining the great escape. Gunning's ability to capture the minutiae of life is apparent for all to see as town and country blend into one.

This swimmer finds herself sharing her pool time with the freestyle masses. Far from offering respite, it's an ocean of noise. Before taking to the water, she imagines another place - a beach all to herself, water without lanes, and waves to be surfed.

The film brings to mind

Gunning's watery promo for John Grant's ‘Down Here'. The same immersive quality means the viewer absorbs every drip, ripple, and breeze. At times, the action simply washes over the screen.

Sensual, tranquil, and evocative, the film speaks to daydreamers and weekend adventurers alike. Brief glimpses of the Countryman model create a level of intrigue, but the car maker wants its drivers' experiences to take centre stage. While this conceit has produced some reasonable ads so far, this new series taps into something deeper.

UK

Cars