Mini's adorable dog mascot and the new Countryman EV appeared at the Sphere in Las Vegas

Las Vegas' Sphere, the world's largest LED display, is now home to an eye-catching spectacle by Mini. Featuring Spike, Mini's charming intelligent personal assistant, the show marks the debut of the 2025 Countryman Electric.

Spike, a delightful dog mascot, showcases a series of engaging tricks on this enormous 366-foot (111 meters) high and 516-foot (157 meters) wide LED screen. The highlight of the show is Spike's integration with the all-new 2025 Mini Countryman Electric. Here, Spike takes on the role of a personal assistant, aiming to uplift the car's occupants.

The show also features Mini’s latest OLED infotainment display. This circular, customizable unit is set to be the focal point in both the 2025 Mini Countryman compact SUV and the 2025 Mini Cooper supermini, offering personalized “Experience Modes.”

This campaign, a collaboration with Pereira O’Dell, showcases a creative challenge in both physical and contextual dimensions, according to CEO Rob Lambrechts. He emphasizes their aim to craft an “art piece” rather than a conventional advertisement.

The Mini-themed display runs from November 27 to December 2, with a special four-hour takeover scheduled for December 1st, promising a unique experience for Las Vegas visitors.

Source: Mini USA