Sonic agency DLMDD adds the sound of Pharrell Williams to Mini's latest ‘Editions’ campaign

Sonic branding agency DLMDD has worked with Mini to soundtrack its latest ad campaign, choosing music legend Pharrell Williams’ track Come Get It Bae to support the global campaign entitled ‘Editions’.

Working in partnership with Media Monks and Anomaly, DLMDD was tasked with finding the perfect sound for launching three Editions to Mini’s car range, with the campaign reintroducing Mini’s British bulldog mascot.

As part of the campaign, distinctive characters have been created for each Mini Edition: with the Resolute being playful; the Untold being sophisticated; and the Untamed being adventurous. The advert includes each Edition being given its own CGI-enhanced spot, before all three come together, all set to Pharrell’s Come Get It Bae.

Lizz Harman, creative music consultant at DLMDD, said: “It's no wonder Come Get it Bae was unanimously decided as the perfect sound for this campaign by both agency and client alike. It’s catchy, accessible, playful and full of infectious joy which compliments the slick animation and bold colours featured across the campaign. Pharrell's sound matches the energy beat for beat.”