British-born, German-owned car marque MINI has smashed boundaries in advertising with its latest campaign, in which a new line of hatchbacks battles against a five-tonne monster truck. The imaginatively-named MINI VS MONSTER is the world's first slow-motion 3D film, making use of cutting edge technology to shoot two-minutes of oddness in which a series of dumbstruck viewers appear to lose all motor control over the attempted stunt.
The short required a long cast list of 120, including six 3D technologists and a state-of-the-art 3D rig. Jason Schragger, executive creative director at the ad agency responsible, BSUR, said: "This new 3D technology makes you really feel like you are in the crowd and are part of the jump. You experience every detail, it's better than being in the stands. 3D is the future of a new wave of immersive advertising which puts viewers at the heart of the action, which this film certainly does."