MINI’s New Clubman Commercials
It’s Clubman day here on MF and to start things out let’s take a look at what has to be some of the best ad work we’ve seen out of MINI in awhile. Look for more Clubman video goodies later today.
(This last one may not be safe for work)
Thanks to everyone who sent these in!
Update – Here are a few more that are airing on UK and French TV:
Fabulous! Viva la MINI! For some reason the Clubman captures my enthusiasm in a way the R56 coupe just never has. The pinball game is just screaming to be made into a web game!
Not a fan of the look of the Clubman myself, but the ads are cool.
Well they certainly are showing off those rear door, aren’t they??
I saw that a few weeks ago along with this one:
<a href="http://www.youtube.com/watch?v=08L4k1TQvek" rel="nofollow ugc">http://www.youtube.com/watch?v=08L4k1TQvek</a>
I tried to make a hyperlink, but apparently I am retarded.
Oh, it made the link for me. Duh.
Great spot. Reminds me of MXC on Spike.
It just seems as if it’s working hard to sell MINI as a fun brand and only quietly introduce the Clubman – which I don’t see anything wrong with.
It works great as a tease, because I don’t get the largest point-of-difference (the longer wheel base – IMO) until the very end, when the ball rolls into the back. Unfortunately, I’m too aware of the Clubman to know if this is an effective enough ad for introducing it.
It looks awesome, though.
Well, not sure what to say? I was expecting much more considering the high ratings in this posts lead in comments.
Hey class let’s grade these offerings…………………..
1. Pinball Machine.. probably the best of the lot. Sort of Rollerball, Space Odyssey-ish. One scene reminds me of a Woody Allen movie where a bunch of sperms line up and yell, “Let’s make babies!” as they charge into the vagina. (grade.. A-)
2. Wabbits & Steak.. OMG what a pile. (grade.. F – go home and redo )
3. Fashion Show.. what were they thinking!!! goes on way to long, reminds me of a Fellini or even worse yet, a Robert Altman movie. (grade.. go home and redo)
4.Spinning MINI.. ? ( not even worth grading)
5. Door Slammer.. HUH!? WTF is that all about? (teachers note… Billy needs to re-think his future )
<em>Where the hell are Crispin Porter + Bugusky!</em>
LOL, MMM
I just noticed the second spot. Although it’s NOT nearly as clever, it works a little harder to introduce the Clubman as a unique offering from MINI.
<blockquote>…Where the hell are Crispin Porter + Bugusky!
LOL, MMM</blockquote>
They’re busy smashing up Jettas, Unpimping rides, rebranding the Golf back to the Rabbit and making a ton of money, LOL. More power to them.
dickdavid… didn’t you see all the others? Just Bad!
CP+B, did better work for MINI. I did like their ads for Vw with the Mengele doctor though. What was that line he said…. “Oh Snnaap!”
Some of those you are referencing aren’t full blown commercials, or aren’t commercials at all, but edited video of the Clubman release at an auto show. Some are just simple internet teasers.
As expected creativity is alive and well with the Mini brand. Have to say that the Mini Pinball was the best in my view.
VMMVMMM
Whatever, they pretty much suck. Even the “Pinball” thing is slick looking but, it’s point is??????? I’m all for creative commercials but this crap leaves me speechless, well sorta. I even find it odd that whoever rated these for MF said they were great. Maybe their comment was wholly directed at just the pinball episode but even that is mediocre, not production wise but content wise.
Hey to each his own, if ya like them fine, these were just my observations of the offerings as a man of the trade.
We need more creative minds like Rick Tharp, his brilliant ad campaign for the Pet Rock sold millions of them. “Tharp Did It”
Where the hell is Stan Freberg when you need him?
MMM
<blockquote>dickdavid… didn’t you see all the others? Just Bad!</blockquote>
I didn’t. Just the ones posted here. But given your review, I’m not in any rush to see the others.
The ones posted here are the commercials. The “others” (linked in Youtube) are either raw auto show footage (the “spinning” one is a mashup from Caradisiac.fr) or they were teasers that never made it to air (the “one of these things is not like the others” spots, which I agree were weird).
So it appears you just “graded” the scratch paper. 🙂
Not even BSSP’s scratch paper, at that.
When I view the top video here on MF I get all the linked others at the bottom of that video, without having to go to YouTube.
The other "scratch papers" I would have been embarrassed to show to any of my professors at Art Center, right Mr Knowlton, Mr Bingham.
LOL, MMM
Hey, that was way cool – they should’ve thrown in a spinner in the middle like a Fireball, tho, the best pinball game ever, that would’ve been fun. Very well done, MINI!
>When I view the top video here on MF I get all the linked others at the bottom of that video, without having to go to YouTube.
That is simply youtube dynamically finding other videos with the same tags. They may or may not have anything in common with what db posted.
And for the record (based on your previous comments so don’t take this the wrong way) I don’t think the creators of these spots meant for you to like the commercials posted above.
I like the pinball ad. Not too keen on the workout vid, I lived the 80’s & believe me, they were that cheesy.
On the other hand, “Gimme a Beat!”
Am I correct in thinking that BSSP is (and CP&B was) the ad agency for MINIUSA only? The Body Storm video was relased by MINI corporate and it is on the MINI international website (note: not MINIUSA’s). I’m betting that the other videos also came from MINI corporate and BSSP might not be involved with any of these at all. Anyway, I think the blame or credit for these videos might be getting misdirected.
>Am I correct in thinking that BSSP is (and CP&B was) the ad agency for MINIUSA only?
BSSP did the first and last spots above. They are handling a good portion of the creative worldwide for the Clubman launch.
I enjoyed the first video with the pinball machine theme. Still, I think CP+B did much more solid creative work for MINI back in the day than BSSP is doing now. But heck, it is respectable work after all.
More from BSSP here:
<a href="http://mini.co.uk/html/about_us/tv_adverts.jsp" rel="nofollow ugc">http://mini.co.uk/html/about_us/tv_adverts.jsp</a>
LOL @ the aerobics one.
<blockquote>…I would have been embarrassed to show to any of my professors at Art Center…</blockquote>
Your qualification as a seasoned ad critic are starting to be clear now. 😉
LOL, just kidding. Everybody is entitled to an opinion. If you don’t like the spots, you don’t like them.
There’s two more spots over on the French site. Don’t know who they’re by, but they’re cool–set to the same “beat” as the one above.
Link:
<a href="http://www.miniclubman.fr/urban-arts.asp" rel="nofollow ugc">http://www.miniclubman.fr/urban-arts.asp</a>
Gabe, They exceeded, your sure are a sweet talker. LOL
Also, you can choose to have but just one video, but I’m sure that you and DB know that.
dickdavid… was that a little spank’n?…… 🙂
MMM – nah. I’m just a big joker who thinks he’s funnier then he actually is. It translates even worse online.
I hope you didn’t take offense.
I usually get cricket sounds with my attempt at any humor.
After watching the others (besides the pinball one), I also agree that they are not very good. The aerobics one is slightly humorous, but it seems that the only thing they want to highlight are the doors on the car.
Who buys a car for its doors? That’s ok for one commercial, but as a theme? The show with the dancers was a total “WTF?” moment for me.
I would think that it would be a no brainer to have a Clubman ad set on curvy highway 1 in NorCal, driven by a surfer who can tote along his surf gear in the back and the board on a roof rack, highlighting how the car is larger than the hatch and can contain more stuff while still being able to drive like a MINI. Same thing with rock climbers, etc. I would think they’d market this car for the people who want a MINI but always though it didn’t have enough space to tote around their family, dogs, climbing/surfing gear golf clubs, what have you. Opening and shutting doors? whoop-tee-do.
Frankly, I don’t know what half of you seem to be responding to – your comments certainly don’t appear to match up to the videos posted here on MF, except for the pinball vid.
While I may not be a media designer or an art critic, I liked a few of them:
I liked the pinball ad for it’s originality – I mean, who ever thought of a human-sized and -operated pinball ‘machine’? The scale, of course, accentuating the Clubman’s size. And to do it in that space-age theme… well, that’s just cool. The rear C-pillars on the Clubman (love ’em or not) seem to evoke that space-age feel.
The Etch-a-sketch and the Painter both strike a similar chord with me – it is just cool to watch art being created. I think the etch-a-sketch itself is a ‘hook’ to many generations old enough to have families, while the scene depicts an active lifestyle. However, watching the Painter is much cooler overall than the Etch-a-sketch, IMO. Truly fascinating.
The guys break-dancing in the street is interesting because of the skill they display. Say what you want about the value of the skill; I couldn’t do that. Of course, the point is that this entire troop of full-sized men arrive and depart in Clubmen (is that the proper plural?). Maybe not the greatest ad ever, but interesting.
And I saved the “Sounds” for last because it ties them all together. I love that! (I actually visualize each part of the car doing its “thing” while the music plays in the ads that follow!) Again, this ad is witnessing art in creation. In a way, it reminds me of the Honda Accord “Cog” ad in that it is incorporating all sorts of different parts, but in a cool, dare I say ‘hip’ way – music! Not exactly original, no – but well done, IMO.
So, in summary, as a non-artsy type, I like that they embrace ‘art’ in its creation – which is fascinating in its own right. Somehow it leaves you feeling that the MINI is about more than just transportation. It works for me. 😉
Enjoyable for sure, love the performance painter. Wow is all I can say.
No one likes the doctor seeing the Clubman in the kids ear?
Mini2Go… right on, it’s your right to find whatever works for you, art degree or not! The videos I was commenting on were attached to the bottom of the pinball video, well when I last looked, they may not be there now.
dickdavid… non taken.
Hey it’s just me mumbling at the moon. Remember… I like eggs! 😉
<p>Hi. this is kind of an unconventional question , but have other visitors asked you how get the theme to look like you’ve got it?</p>