MINI has launched its latest global campaign, Grab the Corners, which celebrates the racing heritage and unique driving experience of the new John Cooper Works models. The campaign highlights the legacy of John Cooper, the sports car constructor who famously transformed a Mini into a racing powerhouse, winning the 1964 Rally Monte Carlo with a focus on cornering rather than straight-line speed. This same DNA continues to define the John Cooper Works family today.
Created by Anomaly London, the Grab the Corners campaign brings the thrill of cornering to life through dynamic films, photography, and digital activations. The campaign showcases the John Cooper Works models in action against the vibrant backdrop of Mexico City, emphasizing the brand’s heritage, community, and driving appeal. A British voiceover and fitting soundtrack set the scene, creating a nostalgic yet contemporary feel that resonates with MINI enthusiasts. The films also feature a special cameo from Charlie Cooper, the grandson of John Cooper, paying homage to the brand’s storied history.
A Global Campaign and New All-Electric Models
The campaign kicked off on October 14, 2024, with a worldwide launch, and localized releases in key markets will continue in the coming weeks and months. As part of the campaign, MINI introduced the first-ever all-electric John Cooper Works models—MINI John Cooper Works Electric and MINI John Cooper Works Aceman—at the Paris Motor Show (October 14–20, 2024). These models, alongside the MINI John Cooper Works Convertible and the MINI John Cooper Works Countryman ALL4, bring together sporty design elements and cutting-edge technology, reinforcing MINI’s racing legacy.
The electric models feature innovative JCW sports seats, a distinctive contrast roof option, and a chassis setting specifically tuned for high-performance driving. Notably, the boost function in these electric vehicles is designed to evoke the thrill of the brand’s racing past, offering an exhilarating driving experience that MINI fans have come to love.
