MINI USA has sent a note out to US dealers confirming the new Clubman ads as seen on MotoringFile recently. In fact the officially bulletin actually mentions YouTube and MotoringFile by name as places you’ll be seeing these new ads.
Also in the release is confirmation on news we heard awhile back that MINI USA’s ad agency BSSP will be working on the worldwide launch of the clubman. A MotoringFile tip of the hat to all those at the agency who helped with the win.
Here’s the full bulletin:
>In support of the MINI Clubman, which is launching overseas in November of 2007, European markets are running 30 second teaser videos online as part of the “One of These Things” viral marketing campaign. The videos are humorous parodies using the familiar tune, “One of these things is not like the other, one of these things just doesn’t belong…” with the message that the new R55 clearly stands out from others in the crowd.
>These teasers are running on targeted websites with the intention to first pique the interest of cultural trendsetters and early adopters to kick-start viral and word-of-mouth conversations about the Clubman. However, since the Internet has no geographical boundaries you are likely to come across some of these videos on more popular sites such as YouTube and Motoring File. If you do, we hope you enjoy them!
>Marketing efforts for the US are still in development, since our launch is 3 months after Europe’s. But it’s worth noting that BSSP, MINI USA’s advertising agency, won the global ad campaign for Clubman and they are responsible for the “One of These Things” creative, so don’t be surprised if you see the teaser videos on some of your favorite US Web sites in upcoming months.
I seen the video clips and the message they convey to me is pretty mixed. I don’t know, since I am not a marketing type I just don’t find them clever or amusing. Rather they make the Clubman look like the weird, clumsy brother of the regular MINI.
CP+B, we miss you…
Nov 07?? Wow! Now if they would just put another door on the driver;s side, I’ll put one on order!
Have to say not the best Mini oriented commercials. They do however stand out well but think they could have done a little better. I am sure we will see some better ones as this come along.
I guess it’s an age thing but I really don’t ‘get’ the Clubman commercials (and I am leaning towards ordering a Clubman next year).
There’s no doubt that the success of MINI is partly due to MINI USA, their marketing agencies and people like Gabe Bridger and other MF bloggers. Take a bow people!
Agreed about that particular “One of these things is not like the other…” ad, unless, of course, they’re aiming their campagn at nostalgic baby boomers who long for their toddlerhood. 😉 As one of the last gasps of the baby boom, I will say that I prefer it too Hammer and Coop anyday.
Here’s hoping for something imaginative, elegant and with some good MINI wit!
I didnt really like the turtle with the rockets attached to itself, made the clubman seem kinda cheap, but I really like the Clubman still, and I always liked MINIs ads. I cant wait to see what else they have up their sleeves
Pretty cool – can’t be a bad thing having MF be mentioned in the same breath as YouTube… If Google makes MF an offer for even a fraction of what they paid for yt – take it and run! :o)
Cool. I still detest the ads though…