The challenge: Introduce the Mini to a wider, non-automotive audience, and showcase the fact that it’s more than just a fun ‘car-about-town’.

The solution: We took the Mini on a storm-chasing trip through Middle America. Or rather, our resident adrenaline junkie Matt Carroll did – spending a week following tornadoes across seven states including Kansas, Wyoming, Nebraska and the Dakotas. We secured editorial commissions in the travel pages of some of the UK’s most respected newspapers and magazines – including The Independent on Sunday – and filmed it all for Channel 4. So the nation could watch Matt wetting his pants as a super-cell storm attacked the car. See for yourself in the clip above…

The result: Aside from netting Mini editorial press coverage worth around £200,000 in equivalent ad spend, Matt appeared on the Weather Channel in the US – in front of millions of Americans, nationwide. God bless him.