MINI’s Superbowl Commercial Debuts

The full 60 second version can be viewed after the jump.

Written By: Gabe

  • Mike

    I hear the sequel is “Lick It Under the Bonnet!” I wasn’t offended by the ad, but I wasn’t impressed by any means either–scatological humor is lost on me because it isn’t very clever. I love MINI and wished a bit more for the brand that brings such a broad grin to my face. It didn’t need to be hysterical, clever or endearing would have worked–especially for a MINI. I think the new ad for the New Beetle was well done, when you consider that the company has tried (yes, we’ve seen the spy photos)to keep the car under a secure cloak of secrecy and did not wish to reveal the actual car in the segment. But, I think some of the all time most clever ads for an auto brand came out in the 80s, and they were for Honda. I’ve yet to see a manufacturer consistently approach what Honda had during that era.

  • JonPD

    Nothing about being uptight here Brian, rather sadden by a miserable attempt at advertising by the brand. I have already seen more than a few snarky remarks by non-MINI friends about the commercial and one common trend amongst them have said anything positive about it. One fellow did ask me whats next for the crapcar advertising?

  • Matt


  • http://Twitter.com/matthewwanderer Matthew

    I wasn’t offended, I just thought it was a bad commercial. VW’s Vader got my vote for best ad.

  • BobS

    Of all the great ads MINI has produced, they chose this one to air at the SuperBowel? (misspelling intentional) What a waste of $3M! I agree with Matthew – the Darth Vader VW ad was the best – the 1 minute version at yahoo video is even better.

  • robble

    I am neither old nor prudish nor uptight but i thought this commercial sucked.

    Seriously, mini needs to fire their ad company. They had very few good ads since they lost the old one to VW (which now has great ads).

    This commercial just fell flat – and yes, it ranked #58 of 61 exactly where it deserved to be. You notice VW got a #3 spot with MINIs old advertising company?

    MINI – get a new campaign company!


    Horrible! I remember when MINI had class and the cars were, I don’t know… mini. It is sad really to watch the decline.

  • dizylizzy

    I thought it was very funny, and very british. If you’ve ever seen Graham Norton on BBC/BBC America, this has a similar feel to it. Yeah it may have had some innuendos but so does a lot of British comdedy.

  • HorizonMINI

    Was not impressed.. Should have used the “Flow” commercial for superbowl.. or that new ad that’s supposed to be in theaters..

  • MINI-mini

    Oh yeah.. the VW commercial was awesome!! oh wait.. didn’t that marketing team USED to work for MINI?

  • http://Bimmerfile.com Michael

    I didn’t care for the ad, not bc of the “humor” but for the fact it was worthless for brand image- MINI claims to be “premium” (I argue it is not) and how does trashy humor with a day time game show look say premium? It had no purpose except to offend or at least get comments on- no one is buying a Countryman for the ad. VW and BMW nailed it- dare I say the Kia “Epic journey” was almost touting premium?

    The MINI commercial may have been recycled from a UK RV ad.

  • Jim

    Sad but most people OUTSIDE the MINI community thought it was stupid….they didnt understand The Boot!! So, the whole joke got lost in translation.

  • KPH

    The VW commercial generated an echo all across the national and local morning shows and evening news. FREE. While the MINI ad was echoing all over…here.

  • Ralph

    Today at work, co-workers kept asking me about the Mini commercial and all thought that it was the worst commercial shown for the Super Bowl. It is lame. It’s what I would call 3rd grade humor or a weak parody of 1970’s game show. Of course, humor these days on TV or in the movies is usually dumb. Comedy went downhill with the movie Water boy (total idiocy)

    Now I thought the VW – Darth Vader (kid) commercial was one of the best.

  • jbkONE

    WOW!! 81 Comments! this must be a topic you guys really care about. I don’t remember the last time I saw 81 comments on a post!

  • Blackballed

    Yes we all need to get on the bandwagon of weiner n fart jokes incorporated into the national media. It’s so progressive.

    I’m sure other premium brands will follow suit. Soon Merecedes, BMW, Porsche, Audi, ect will exclusively market their cars during Family Guy, Archer, and South Park.

    All you people with standards of public decency are holding the nation back!

  • JonPD

    How about those of us that are offended by MINIUSA spending 3 million to show the people in the US that you can put a sub sandwich, a cake etc etc into the hatch of a MINI. I am sure millions of viewers with various hatchbacks never conceived that they could stuff the back of their cars. ;)

  • Nick

    Well I liked two things about the commercial. The Countryman looked good and you can carry more stuff in it. As far as the way the message was delivered not good; too easy and very low class.

  • http://Twitter.com/matthewwanderer Matthew


    You point out some terrific former MINI advertising, which demonstrates MINI can walk the line, entertain, and be “effective”.

    I think that’s the point a lot of us were making: We weren’t offended by the hook, we were put off by the quality of the ad.  In the context of a SB ad, keeping the cost and the enormous viewership at front of mind, MINI failed.

    Disagree? You’re in the vast minority of viewers. The proof is in the pudding: see the nationwide polling.  MINI scored among the worst ads aired.  

    We’re talking about the SB.  Competition is just as stiff for the most popular ad as it is for the worst ad, and MINI nearly walked off the field with the trophy in the later category.

    As we know, MINI has always been about the driving and ownership experience. It’s bloody fun! Obsessively so. That’s not its only distinguishing factor, but the MINI ads that “win” demonstrate this fact in combination with humor.

    Get the Countryman moving, make it amusing, memorable, mildly offensive is fine, but above all, demonstrate what makes MINI so irresistible.

    IMVHO, MINI crammed that opportunity directly in their boot.

  • jon

    I wasn’t offended and I think of myself as opened minded but I failed to see the humor in this ad. It was extremely lame and shows their ad agency is really scraping the barrel for ideas.

  • Hoover

    I laughed. But I also raised my eyebrows a bit. I’m no advertising genius, but I’m guessing that a goal for any ad is to highlight a benefit of owning that product. In the case of a new product, I would think that you would want to build excitement for that product, and perhaps highlight how this new offering is different from what many already know about the brand. My very subjective take away from this ad: I can haul stuff in this MINI.

    “Flow” (which I felt was brilliant, but was criticized for showing “reckless” driving): the Countryman is sporty fun.

    The “monster” ad (very funny, but the weakest of these three IMHO): look at the range of MINI vehicles.

    As to the latter, a more successful demonstration of the range is the “Never the Same Drill” ad. Too long for the Super Bowl, but it could be tightened up for a minute long spot: There is a MINI model for everyone, and, whichever one you choose, you can make it uniquely yours.

    Just throwing my 2 cents into the $1.80 pot.

  • Hoover

    Oh, and its getting ugly in here. What is up with the personal attacks?

    If we are going to compare this ad to others, I think KPH sums up the success of this ad best:

    The VW commercial generated an echo all across the national and local morning shows and evening news. FREE. While the MINI ad was echoing all over…here.
  • msh441


    To be more specific… no, I sort of thought the ad was “meh”. Not their funniest work. But not the worst, or potentially most “morally offensive” out there, either. Overall a “C”, IMO. They could have done better, but I wouldn’t boycott MINI, either for a silly ad.

    I think if I had a tween, or teen daughter and was prone to knee-jerk moralistic reactions, I would be up in arms over Fergie’s outfit, or suggestive gyrations on stage… but then again, I would likley still be boycotting the Superbowl after seeing Janet Jackson’s tit a few years back.

    …of course, being me, I instead Googled it for a better look. ;)

  • Versus

    As much as I’d like to see this post get into triple digits, how about we all agree to disagree.

    At this point I think we can all say that the commercial was attempting to be funny. Whether you felt the goal was reached or it was missed gloriously there’s no point in being incendiary or contentious just because you can. I believe we all want to see MINI do well and we all would like their commercials express to the general public what we see in them everyday.

    I can understand being letdown, disappointed or otherwise by the commercial. I just don’t think your stance on this commercial is something worth alienating yourself or offending others over.

    A debate is good, but personal attacks and/or snarky comments just muddy the waters for everyone.

  • glangford

    Given that Mini touts its cars as premium small cars geared toward the mid to upper income bracket, I had to scratch my head about what demographic the commercial was geared toward. Seems totally not in line with the pricing and other marketing for the car. I was in fact somewhat offended.

    I would have expected a commercial more geared toward the ‘Mini experience’ and attributes of the car. Instead I learned nothing additional about the car that I couldn’t do with a Honda Fit, Mazda 3, VW Golf, VW GTI, Kia Soul, Kia Spectra Hatback, Ford Fiesta, Toyota Yaris, Scion XD and C, and I’m sure I left some other hatchbacks out.

  • rkw

    I’d be interested to hear Gabe’s comments from his perspective in the advertising industry.

    I’ll say this much. I’d willingly watch the VW Beetle ad a “bootload” of times. I have no desire to watch the Countryman ad ever again.

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