BMW Great Britain may have hired guerrilla marketing firm Cunning Stunts and sister PR company S.Punk to launch the new Mini this summer.
But the in-house PR team at BMW's Cowley plant in Oxfordshire, where the car will be made, have already started an unusual promotional campaign of their own. They are staging a production of Hamlet among the machinery and fork-lift trucks.
In this production, involving Oxfordshire-based theatre company Creation, Rosenkrantz and Guildenstern are far from dead. Instead, for each appearance they arrive in a different car, including the Mini and eventually a BMW Seven series, after an exceptionally well received favour for Danish royalty.
However, the corporate communications team at Oxford denies they have been influenced by Cunning Stunts.
Martina Mertes, BMW press officer, says: 'Of course we are aware of what Cunning Stunts are about but this is nothing to do with that. It is an unusual thing to happen here but to do with the theatre company and ourselves.'
So far the stunt at Cowley hasn't quite achieved the coverage of Cunning Stunts' giant projection of a naked Gail Porter across the House of Commons.
But it has made the front page of local weekly title, The Oxford Times, and the pages of German titles Handelsblatt and Wirtseehaftswoche.