Adage is offering a review and some commentary on the latest MINI magazine advertising in case some of you missed it. Here's an excerpt:

In buying a Mini, a person pays a premium for a very small car in order to make the point that he's cooler than most owners of most other cars. As such, people who don't buy Minis may harbor some resentment (conscious or otherwise) against those who do. Meanwhile, spoilsports who view recreational driving as an anti-social act will interpret Mini's “Let's Motor” slogan to mean: Let's pollute the air, increase traffic, leave the U.S. even more at the mercy of OPEC, etc. Now, none of this would bother the people who buy Hummers, for whom the brand's screw-you aura constitutes much of its appeal. But it will prey on the more tender minds of people who like their cool-and-fun cars to be diminutive. So, this ad, with its detachable “Motoring Score Card,” offers “good karma” as a kind of no-cost option to the basic Mini. “Let's rack up points on the way to the office, the movies and the dentist. Let's add it all up to prove we're the best at doing good. Let's try not to rub it in.”

You can read the rest of the article here.