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Musician Labrinth Teams Up with MINI and Pereira O’Dell for ‘Don’t Fence Me In’ Campaign



Automotive brand MINI USA has partnered with creative agency Pereira O’Dell to craft a new campaign – and cultural moment – in tandem with the new MINI Countryman.

The spot, “Don’t Fence Me In,” follows musician Labrinth as he drives a MINI Countryman. Alone with his thoughts, the Countryman provides an oasis that sparks an inspired moment in the form of the song “Don't Fence Me In." Thanks to the headspace and interior space of the MINI Countryman. Labrinth’s rendition of the American classic reflects his desire to roam, create, and explore freely – one that the Countryman enables. As he sings, the streets remain empty, symbolizing the space the vehicle offers its drivers. When Labrinth exits the vehicle, his moment of tranquility has ended and the city returns to its normal, hustle and bustle. Yet, his moment of inspiration continues as he enters a recording studio to sing the song from his drive.

“Don’t Fence Me In” will become available as a full-length, studio-recorded song for MINI-drivers and more to listen to when they seek inspiration on the road. MINI and Pereira O’Dell gave Labrinth full creative control over its creation, so as not to “fence him in,” so to speak. Promotional premiums related to the song are also being pursued (i.e. vinyl record) to be employed at local dealerships and beyond. In addition to the song, the campaign includes behind-the-scenes social and video, print, digital, and social. Both MINI and Labrinth, both British-based, aim to heighten recognition among North American audiences through this campaign.

What's the song in this commercial? It's Don't Fence Me In by Labrinth. Available now on Apple Music


Pereira O’Dell
CCO Rob Lambrechts
Creative Director Nick Sonderup
Creative Director Estefanio Holtz
ACD Copywriter Rachel McElrath
ACD Art Director Jordan Young
Head of Production Tennille Teague
Executive Producer Gemma Conway
Managing Director Cory Berger
Group Brand Director Steve Scutellaro
Brand Director Joelle Hadaya
Brand Supervisor Tiaan De Nysschen
Brand Manager Diana Soloaga
Director of Strategy Tom Naughton
Strategy Director John Redmond

MINI USA
President of MINI USA Thomas Felbermair
Head of Marketing Department, MINI USA Patrick McKenna
MINI Communication & Launch Manager Rah Mahtani
MINI Brand Communication Manager Brian DeAngelo

RESET
Director Marcus Soderlund
DOP Pat Scola
Managing Director Dave Morrison
Executive Producer / Bidding Jen Beitler
Head of Production J.P. Colombo
Producer Ahnee Boyce

EXILE
Editor Robert Lopuski
Assistant Editor Stephania Dulowksi
Flame Artist Derina Doorley

Senior Producer Gwynne Evans Reid
Executive Producer Sasha Hirschfeld

BTS
Producer + Director Eric Gross
DoP David Tayer

Stills Photography
Photographer Justin Bettman

Music Supervision
Winslow Bright @ Search Party

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