BMW Mini Cooper's "The Button"
In Mini Cooper's black and white ad, "The Button" a Mini Cooper convertible is unveiled by an old man who warns a young driver in a foreign language to "Never, ever tough that button." When the driver takes a rest from the windy roads he has been cruising, he gets curious and presses the button. The convertible top begins to enclose the car and the young driver lets out a frightened scream. The commercial ends with the written message "The Mini convertible. Always open."
Agency: Crispin Porter + Bogusky Producer of Integrated Production, Amanda Ormerod; Co-Directors of Integrated Production, David Rolfe, Rupert Samuel; Executive Creative Director/Partner, Alex Bogusky; Creative Director, Andrew Keller; Copywriter, Dustin Ballard; Art Director, Kat Morris, Jason Ambrose Production Company: Hungry Man, Inc Director, Jim Jenkins; Executive Producers, Stephen Orent, Ralph Laucella (also 1st AD); Line Producer, Marc Grill; DP, Barry Markowitz Editorial: Cosmo Street Editor, Chan Hatcher; Producer, Amy Febinger