We’ve all heard the usual automotive radio ad tropes, right? Listening as the VO artist whispers to us about ‘rugged performance’, ‘unmatched style’ or ‘a truly electrifying driving experience’.

Well, not MINI. If no other car brand looks or feels like us, then no other car brand should sound like us, either.

Here’s a selection of playful radio ads from 2024-2026, with scripts and creative oversight from yours truly. From introducing the new MINI family to the world, to tactical sale events.