MINI's first Cooper SE commercial, a one-minute video, was posted this week. Apparently, MINI wants the all-electric Cooper SE to just blend in with their conventionally-fueled offerings.
The video is a collage of wild, short clips of diverse (and all young) Cooper SE owners living their lives and having fun, which is what the MINI brand is mostly about. There are a few references to the fact that the car is electric, but they are just sprinkled in every now and then.
Also of note is all of the scenes were shot in urban environments as expected since MINI has made it clear they see the 110-mile range Cooper SE and urban runabout.
The commercial could be reshot with a gas MINI and 95% of it would work perfectly. MINI is clearly not looking to celebrate the fact that the Cooper SE is electric, and that conclusion isn't arrived at solely from the commercial.
When we participated in the Cooper SE media drive in Miami last month, I asked MINI representatives about the appearance of the car, and whether they wanted it to look different from their other offering. I was told they didn't think their customers wanted the car to stand out from the conventionally-fueled MINI Coopers, which is why they only have small exterior trim differences, with yellow accents, the small plug logo, and the closed-in front grille.