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The new MINI John Cooper Works is the brand’s most powerful car ever. But how do we creatively communicate this online? We decided to target people who love speed, people who race every day — against YouTube pre-roll ads.

Knowing that everyone wants to skip the annoying 5 seconds fast, we created the MINI John Cooper Works YouTube Race. As the countdown begins, viewers are challenged to skip the ad before the car blasts off, turning the usually boring pre-roll ad into a virtual battle of speeds.

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