Mini takes center stage on the Sphere in Las Vegas

When media theorist Marshall McLuhan famously said that “the medium is the message,” he wasn’t referring to The Sphere in Las Vegas, but it would have fit perfectly into his philosophy.

For example, there’s this: to introduce its advertising campaign for the new 2025 Countryman Electric model, the folks at Mini will employ the 366-foot-tall and 516-foot-wide out-of-this-world Sphere to debut creative images and videos “revealing” the new vehicle.

“We wanted to think of this campaign as an art piece, not as an ad,” said Rob Lambrechts, Chief Creative Officer at Pereira O’Dell, MINI’s ad agency on the project. “People are coming to Sphere to have fun and be entertained, so we needed to integrate MINI in the least intrusive way possible.”

Least intrusive? McLuhan might’ve asked whether the idea would draw more attention to the medium or would it amplify the intended message. At any rate, the car rendered on the Sphere is pretty nifty.