A Music Promoter Keeps His Options Open in Stylish Film Promoting Mini Convertible

Online Film Set in Florida Recalls 'Groundhog Day'

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Editor's Pick

There's echoes of "Groundhog Day," but set in the Florida Keys, in a short film launched by Mini to promote its new model Convertible globally.

Created by WCRS in London and directed by Joachim Back (who won an Oscar for Best Short Film for The New Tenants in 2010), the eight minute online film tells the story of a record label owner, Jake, who's about to sell his business in a multi-million dollar deal. Only, a non-compete clause means he won't be able to work in the music business that he loves for at least three years. Not only that, but his girlfriend's looking like she's walking out on him.

As he drives off in his Mini Convertible to sign the deal, Jake resists various chances to act differently and take a different option. However, he gets two more chances to replay the day again, and change the outcome. The tagline at the end of the film is "Stay Open."

Filmed on location in Miami and the Keys, this is a cinematic and stylish film that'll keep you watching, and quite possibly coveting a turquoise Mini Convertible as well.

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Mar 03, 2016
MINI Convertible
Creative Director:
Chris Ringsell
Richard Nott
David Dearlove
Account Handling:
Tom Crossley
Account Handling:
Eve Bui
Account Handling:
Archie Tollast
James Stevens
Production Company:
Joachim Back
Ulrika Alkerlind
Jeppe Bodskov
Post Production:
Pirates n' Paradise
Loft Berlin
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