Mini “Top Down For Life” (00:45) + “Umbrella” (00:30)# The new Mini campaign communicates fun and innovation. Both spots introduce their new convertible. The first is about the joy of driving and the feeling of liberty – quite literally from the cradle to the grave. The second spot’s protagonist, meanwhile, only really gets going after he’s been hit by the first raindrop. So off with the roof and let the fun begin!