Great Campaigns: Mini and SPCA – Driving Dogs

When MINI New Zealand set out to support their charity partner, the SPCA Auckland, the task was simple in intention but bold in ambition: find a way to encourage more people to adopt rescue dogs. The SPCA struggled with low adoption rates because the public often assumed shelter dogs were damaged, difficult, or untrainable. The challenge was to break this perception and prove just how smart, capable, and loving these animals could be.

From a Wild Idea to a Feasible Plan

The creative agency FCB Auckland, led by copywriter Peter Vegas and his team, began researching the problem. They realised that if people could witness the intelligence of rescue dogs in a dramatic, undeniable way, their attitudes might change. The idea that emerged was as outrageous as it was inspiring: what if shelter dogs could be trained to drive a car?

Before presenting it, the team consulted with animal trainer Mark Vette, known for his groundbreaking work on film and animal behaviour. At first, even he was stunned by the audacity of the concept, but he soon confirmed it was possible. With MINI and SPCA on board, what seemed like a surreal idea quickly turned into one of the boldest animal welfare campaigns ever attempted.

Training the World’s First Driving Dogs

Three rescue dogs — Monty, Porter, and Ginny — were chosen for the challenge. Over eight weeks, they trained with Vette and his team using a specially modified MINI Countryman Cooper S. The vehicle was adapted so dogs could operate the steering, accelerator, and brakes safely with their paws.

The early days of training were filled with doubts. The dogs struggled on practice rigs, and modifications to the car itself—such as the steering being too heavy and the accelerator being too sensitive—created new hurdles. But the team’s determination was unshakeable. Week by week, progress became visible. By the third week, the dogs were manoeuvring with surprising confidence.

The Big Reveal

The campaign reached its peak during a live broadcast on New Zealand’s Campbell Live. Millions watched as Monty and Porter successfully drove the car down a track and even navigated a corner without human assistance. The footage was rolled out across television, viral online videos, and hundreds of social assets, capturing global attention almost instantly.

Within a week, over 200 million people had seen the “Driving Dogs.”

Impact Beyond Expectation

The results were staggering:

• Rescue dog adoption inquiries in New Zealand surged by 590%.
• Every SPCA shelter dog was adopted during and after the campaign.
• The initiative generated over million in earned PR across more than 70 countries.
• MINI was celebrated worldwide for its creative support of animal welfare.
• The campaign picked up prestigious awards, including D&AD and Clio honours.

Fun Facts and Legacy

• Porter, Monty, and Ginny became international celebrities — the first rescue dogs ever to drive a car.
• Their MINI was restored to its original condition and sold after the campaign.
• Trainer Mark Vette, who had also worked on films like The Lord of the Rings, called it one of his most ambitious projects.
• Adopters of SPCA dogs received their pets in MINI-branded carry boxes, tying the adoption experience to the campaign.

Why It Worked

The brilliance of the “Driving Dogs” campaign was not just in its spectacle but in its message. By teaching shelter dogs to perform an extraordinary skill, it shattered the stereotype that rescue dogs were broken or difficult to train. Instead, it showcased their intelligence, adaptability, and resilience.

The campaign transformed shelter pets into heroes, inspiring thousands to adopt and setting a new standard for how creativity and purpose can come together. What began as a surreal idea ultimately became one of the most iconic and impactful animal welfare campaigns in history.

The legacy of “Driving Dogs” lives on as proof that bold creativity, when paired with compassion, can genuinely change lives — for both pets and people.