MF Exclusive: World Premier MINI Commercial

Terrific! Can’t wait to see it on TV!

I wish my tinted windows could that nice. I hate having that dot matrix stuff.

Would they air a 2006 ad at this (too) late date?

Do they actually manufacture SUVs without any shock absorbers in de US? :)

I’d kind of expected to see the R56 in this video, but of course in the US it’ll arrive a few months later.

VERY CLEVER! Not only are they showing off the MINI’s great handling, but they’re SUV bashing in a very entertaining way. MINI also keeps that wonderful personality that’s so appealing to their market.

Great job.

OLE, OLLEEEE, Great idea, great execution, great corrida..very clever.. MATADOR!!

And to think that is “JustaCooper”. Go MC, go MC, go MC…

Very cool and clever!

I’m glad Mini enhanced the wit and style of their original marketing and didn’t try to emulate VW or Saturn. I was worried they might try to pass off the Mini as a “feel good” car, or pitch it like “Look at how cute and friendly we are. Let’s be super best friends forever!”

(I just wish I could dot my i with a heart. Gag.)

Um…yeah…hate to rain on the parade, but I’m not a big fan of this one – at least not as a commercial. As a video – as a fun little short film, I think it’s fabulous. But as an ad, I’m just left asking, “So?” It’s beautiful to watch – very graceful and energetic. But I kept waiting for the payoff at the end – the punch line that was going to make the whole thing worthwhile. It never came. So I’m left with MINI Matador. Is that the concept? Will there be other MINI Matador ads? Or is this just a one-time jab at SUVs? “SUVs suck” – is that the message? Is that why I should want a MINI? Because it’s not an SUV? Are we this insecure now? The MINI has so much going for it purely on its own merits, why is the SUV comparison necessary?

Where’s the brand? We joke about it here on the boards, but since when has SUV-bashing been a MINI brand value? Much like with the “viral” videos last month, I’m left asking “Why do I want a MINI again?” “What does this have to do with the car…or with me?”

I applaud this as at least being different from the majority of car advertising out there, which is pretty much all gosh-awful, But on the strength of the ad itself, I wanted more. I wanted reason with personality. I wanted benefits with soul. I wanted the MINI to shine as the amazing little car that it is. Any small car can do tight reverse 180s on dirt. Give me a reason to care about the MINI. I obsessively LOVE the car and the brand and don’t give a rip about the message of this ad. That’s not a good sign.

But that’s just me. Grains of salt all around. Keep up the good fight BSSP!

I’m amzed that they were able to shoot this ad in a single day, and have a finished version online in less than 3 weeks! Amazing… I agree that the message isn’t well-defined, especially since the big bad SUV seems to manage tight, controlled maneuvers on the cramped rooftop just as easily as the MINI…

As a fun little quick & dirty video, I like it a lot, but expected more of a payoff…

During the shoot, a lot of work went into the special effects of the SUV: the amplified sense of body roll was due to the careful use of air shocks on all wheels, along with skillful remote operation by a co-driver… It really looked like that thing was going to collect itself up in a little ball a few times when heading for the wall. They also spent some time trying to get the SUV to “bleed” coolant onto the carefully-sanded rooftop surface, while steam issued from the grill, like a bull snorting…

We were able to talk with the two “background elements” (extras) up on the corner rooftop of the adjacent overlooking parking garage (that’s where we parked our MINI!), and they were very friendly and informative. I’m glad they made it into the ad so prominently, as they were uncertain whether they would even end up onscreen in the final version.

We also found out that the red and white vintage signage painted around the periphery of the “ring” of the rooftop parking area was done just for the ad shoot, and was painted over shortly thereafter. Nice attention to detail!

Anyway, in case you missed the link from the other thread, we’ve got a page on our website with photos, text, and a short video of the ad shoot: http://twistedmotoring.org/MyStuff/MINIadShoot/102606.html

http://twistedmotoring.org/MyStuff/MINIadShoot/show/thumbnails/IMG_7481to85.jpg

Dave

MINI has been making fun of SUVs in their advertising for a long time now. Where have you been?

Have you got an example? I’ve got tons of brochures and other collateral that cross-section the last 3 years and have watched all the TV spots I’ve been able to find and haven’t seen it. Things like the bumper sticker that says “Your SUV is a POS” were developed outside of MINI by other people who’d hijacked the MINI brand look.

If it’s there, I’m happy to be wrong. I just haven’t seen it. Furthermore, I don’t think something as great as the MINI needs to resort to SUV comparisons for people to see its merits.

There was also the MINI on top of the Ford Excursion that got a ton of press at launch.

I thought it was a fun little video, but not anything really special. I don’t know how Nathaniel could have possibly missed the MINI vs. SUV message that has been overtly communicated in their advertising over the years, so that wasn’t an issue for me. But maybe that is because I live in SUV land out here in the west and that might be more emphasized in my part of the country. Looking and hoping for something even more fun, though. But maybe I’m just used to the old company’s style.

I’ll also add that if this were part of a “MINI Hero” series – sort of a more conceptual and artful version of the BMW Films series – I’d be all about it.

gentlemen: the car being in the ad is more than enough. people get the “mini thing” – no explanations required.

i think the ad works perfectly. those who don’t get it aren’t right for the brand.

those who do get it are exactly mini’s target demographic.

makes sense to me – drew

Cute little ad … but I think BSSM has yet to show me something great since they took over. All their ads have been kind like “middle finger in the air” to the non Mini drivers … which is a very non MINI thing in itself.

However, as I see BMW IS going after the “masses” with the new gen which typically have this type of mentality … well in that case this stuff might work.

Commercial makes you think of the cool symbolism… Placement on Super Bowl Sunday might be too expensive. PRE-game show rates might be better… But it would create strong buzz on Monday morning. Then watch the charge into the dealerships to place 2007 orders….(MSRP + premium pricing) here we go again. (A MINI lifestyle)

No need for a complex analysis of a simple concept. The commercial illustrates SUV’s = bad, MINIs = awesomeness. If that doesn’t tell you to buy a MINI over an SUV, the only other way to do that would be creating a commercial actually saying “Buy a MINI over a POS SUV.” PS – this commercial is awesome, black and red would have been the better choice.

All I know is I’m glad I’m not the one going against the grain this time. I don’t think I could handle the backlash again. ;)

I completely respect the fact that you have your own perspective on this, Nathaniel.

For me, it’s hard to see MINI with such a brilliant background of strategic brand development (that was weaned on a shoestring budget), go from cleverly articulating it’s brand through award winning guerrilla campaigns, to such a subtle gesture on such a large scale, high dollar campaign. You can’t help but respect CP&B for what they’ve done for MINI.

I still like the spot. I still think it does a better job than most car commercials. However, speaking from what we’re used to, I think BSSP has some big shoes to fill.

NEVER MIND. I assumed this was an R56 spot. It pays to actually read the lead-in for the video.

Dealers will still be selling the rest of the R50 and R53s in stock thru the middle of Feb. And a little holiday advertising cant hurt.

Wow, some of these negative commenters are anal-retentive to the point of nausea. You all are some serious monday morning quaterbacks, nitpicking and over-analyzing a friggin 60-second commercial!

Since when is a commercial suppossed to be a profound and deeply meaningful form of communication? When did it become more than just an entertaining way to make people remember that you’ve got something to sell?

I’ve seen fanaticism for many things and with all due respect, yours is pathetic at best. I own an 05 Cooper S. I love it like I love cake…..I’m not IN LOVE with cake though. Save your energy and passion for things that aren’t so inanimate.