Tue Jul 01 04:20:00 UTC 2025: **FOR IMMEDIATE RELEASE**

**Mini Takes Over Cinemas Nationwide with “Agents of Fun” Campaign**

**London, UK – [Current Date]** – Mini is rolling out a major marketing push in Cineworld and Picturehouse cinemas across the UK to promote its new John Cooper Works (JCW) range. The campaign, dubbed “Agents of Fun,” aims to create an immersive cinematic experience for moviegoers.

The three-month-long campaign, crafted by creative agency Monks, features a spy-themed short film starring Jack Lowden from the Apple TV+ series “Slow Horses.” The hero film showcases a series of stunts performed in the new JCW vehicles, with redacted scenes that are later revealed in behind-the-scenes videos.

Beyond the film, the “Agents of Fun” campaign includes:

* **Cineworld Takeover:** Branded foyers, online booking takeovers, and “blipvert” advertisements running in Cineworld theatres nationwide.
* **Picturehouse Outdoor Cinema Sponsorship:** Mini will serve as the headline sponsor for Picturehouse’s Outdoor Cinema, offering activations such as a Mini JCW repurposed as a photo booth, test drive sign-ups with free popcorn, and branded blankets, pillows, and wristbands.

“Mini’s slick, spy-themed campaign uses cinema’s attributes to great effect, driving ticketholders along a series of touch points with an engaging visual identity,” said Jeremy Kolesar, creative director, DCM Studios. “Great activations provide a new dimension to brands looking to harness the complete cinema experience, and we’re proud to put cinemagoers in the driving seat of Mini’s JCW.”

Eponine Atkinson, planning partner at iProspect, added, “We were thrilled to work closely with Mini on this bold, cinematic campaign. From pitch to planning, our focus was on aligning every media touchpoint with Mini’s brand ambitions, injecting fun, energy and creativity into a fully immersive experience that brings the JCW to life on the silver screen in our biggest ever cinema activation.”

The “Agents of Fun” campaign promises to provide moviegoers with an engaging and memorable brand experience, highlighting the fun and excitement of the Mini JCW range.

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