It’s hard to fathom that what looks like a cross between an anteater and a pig would have consented to be fisted up the ass by some chieftain want-a-be.
This is just so offensive on so many levels, and I hope MINI pulls it immediately.
WTF? While I know that this animal wasn’t really given a prostate exam I don’t find anything humorous about even pretending to abuse an animal. Did this guy lick his fingers before……don’t confuse being crass with being clever Mini.
I agree with everyone’s comments. This is offensive and stupid “advertising”. MINI is apparently trying to destroy the brand image that was developed so well by Crispin Porter.
Leave the Tapir alone! Why is MINI marketing the JCW like it’s Mountain Dew or Slim Jims? And what does abusing a poor zoo animal have to do with MINIs?
Would everyone with an advertising background please stand up?
(counting…counting…)
Ok. Thank you.
And FYI “I don’t like it.” doesn’t actually equal “This is bad advertising.”
Opinions are cheap and easy, but welcome in this venue. I’m not knocking that. However, actual criticism requires expertise. It requires perspective. It requires we follow the rules of intelligent discourse. The anonymity of online comments has bred a horde of commenters who think their A/B, yes/no opinion is valuable in and of itself. This isn’t a poll. MINI isn’t actually looking for your direction, or mine. So let’s get over ourselves.
Nobody here would wisely debate the merits of direct injection unless they actually knew something about it. You wouldn’t argue with your doctor over which medication to take for your particular ailment, that is unless you’d done your homework. Yet so many people think that their consumption of advertising somehow makes them an expert on it. But who actually understands the structure of an ad? Who’s participated in the creative process? Who’s read the brief? Who’s read <em>Hey Whipple, Squeeze This</em>?
Anybody? Anybody?
The kind of intelligent discussions that used to happen on Motoringfile seem to be fewer and farther between these days. That’s too bad.
How is it that Mini has not come under fire from PETA for this? I am extremely disappointed in this distastful lack of respect for the animal and the consumer. I am truly disgraced by this ad. I hope that Mini is reading everyone’s comments because for this consumer, I am ashamed to call myself a Mini enthusiast if this is the image that the company wants. Love the car. Hate the advertising.
ermm… actually Nathaniel I recently sold out of an international ad agency that I was creative director of… so I do know what I’m talking about.
The ad, if it is for real (which I doubt), is not going down well with this particular demographic (owners) and is therefore highly unlikely to go down well with potential owners. So it is bad, in the sense that it is creating a negative vibe about the product.
Frankly the ad is just downright offensive and will actually break advertising codes and standards in Europe, and probably the States as well… so this one will never ever make it to a TV screen. If it’s for real that is.
I suggest that it is a youtube prank, or it may be some kind of viral test… either way it’s pathetic and I hope Mini get it taken off youtube asap because as a Mini owner I find it embarrassing.
I really hope this a YouTube “production.” I sent an email to MINI customer service requesting that if it is a true MINI production they pull it now or I won’t frequent my dealer…MotoringFile please folow up on this a let the rest of us know the skinny! say it isn’t so…
Awesome. Thanks for an actual, thoughtful critique.
I also think it falls terribly short. The previous “see-saw” ad was a better execution. The concept is there, albeit not much more than a derivative “Mountain Dew” ad as others have said. This is a particularly bad execution of that idea, but I’m hoping for better ones to come. It’s amazing how just a seeming step to the left or right would have made a big difference – perhaps he fights a kick boxing kangaroo or a spitting cobra or something. But instead he fists a zoo animal? Really? That idea made it out of the room and all the way in front of a camera? Wow.
Thomas, I wouls guess Mini might prefer that you no longer “frequent” your dealer. Creepy loiterers are bad for business.
Nathaniel, so only people who have worked in the advertising business can make a “thoughtful” critique of an advertisement? Funny, I thought it was exactly the other way around.
Nuvolari –
You are absolutely right, when I worked as a marketing director in the cycling industry, we would run everything by a study group or panel of people we were trying to target, if the group wouldn’t buy, the ads wouldn’t fly, no matter how hard the agency pushed. ultimately the decision to place an ad or a product was based on the feedback of our test groups and surveys.
Clearly almost everyone here hates these new ads. The JCW is a classic, it has heritage and a reputation that speaks racing and performance, that isn’t reflected in these new ads at all. It seams more befitting to a Yaris. Look at the JCW print/magazine ads with the “Racing is in our blood” moniker, this is the direction that they should be going, let these ads go to the junk food marketers and not for the top end Mini.
<blockquote>“…so many people think that their consumption of advertising somehow makes them an expert on it. But who actually understands the structure of an ad?”</blockquote>
<blockquote>“The concept is there, albeit not much more than a derivative “Mountain Dew†ad as others have said. This is a particularly bad execution of that idea, but I’m hoping for better ones to come.”</blockquote>
No offense, Nathaniel, but it looks like in the end, you agree with what all the lay-people think of this ad. I’m not sure why you criticized the lack of advertising experience among the respondents while generally agreeing with their sentiment. Maybe we lay-people don’t understand the process, but in this age of mass-marketing exposure, we’ve all got a lot of experience being the target of advertising and this product (the ad) is aimed at an audience and presumably we’re that audience. If the audience doesn’t like the ad, however ill informed we may be of the creative process supporting it, then it’s an unsuccessful ad. Perhaps we here on MotoringFile are NOT the proper target audience. However, my guess is that this ad misses the target audience by a wide margin, or perhaps appeals to such a small segment of the target audience that it can again be deemed ineffective.
yeah, takes a lot more than this to offend me, but it’s still terrible.
like others have said, ads should be made for the consumers of a product, not ad professionals.
and like others have also said, mini owners are a diverse group, but i have no idea which group would like these extreme ads. seems like it should be an ad for an xB or something.
I’m no expert, but I thought the true measure of a good advertisng campaign was not whether or not the ad is “good” but whether or not the product being advertised is remembered?
Hilarious, but punching a Tapir in the @$$ is way more extreme then a 200-something horsepower hatchback. Enough with the hyperbole Madison Ave., show me something different.
BSSP’s work has been a huge let down IMHO. There is a fine line between satire and plain rudeness. Crispin Porter + Bogusky did an incredible job with the MINI marketing materials and none of it was done in poor taste.
Nathaniel: We all respect and appreciate your “expert” views but you somehow imply that if you are not a “marketing type” you just simply don’t get it. I beg to differ. That kind of arrogance is what has gotten many in your field in deep hot water…. “We think we know it all and what’s best” mantra. Fisting an animal from behind is not funny. Maybe in Europe or elsewhere people watching this ad will be rolling on the floor but still is done poorly and reflects badly on MINI as the brand and the core values it represents.
I have said it before…. MINI’s market success has gone through their heads. They need to take a few steps back and review some of the stuff they are doing. Arrogance and complacency are the two worst and deadliest enemies for any car company, no matter how successful it may be.
There is a clear difference between being “cool” and being “crass”.
Leave these ads to KIA or Yugo. Wait…Their ads are better…
<blockquote>No offense, Nathaniel, but it looks like in the end, you agree with what all the lay-people think of this ad. I’m not sure why you criticized the lack of advertising experience among the respondents while generally agreeing with their sentiment. Maybe we lay-people don’t understand the process, but in this age of mass-marketing exposure, we’ve all got a lot of experience being the target of advertising and this product (the ad) is aimed at an audience and presumably we’re that audience. If the audience doesn’t like the ad, however ill informed we may be of the creative process supporting it, then it’s an unsuccessful ad. Perhaps we here on MotoringFile are NOT the proper target audience. However, my guess is that this ad misses the target audience by a wide margin, or perhaps appeals to such a small segment of the target audience that it can again be deemed ineffective.</blockquote>
Actually, what I was hoping for is that the actual marketing and ad people would stand up and offer some real discussion. I do agree that it’s bad, but I was hoping for more than just knee-jerk reaction. I was hoping to strike up actual critical analysis and intelligent discourse on the subject. The majority of the previous comments had essentially been “yeah, this sucks” — but now people have stepped up and offered real, thoughtful reasons why this doesn’t work for them, regardless of their background. That’s awesome!. That’s the kind of comments I have always loved to read on MF!
And I don’t mean to say that non-ad people’s criticism doesn’t matter. What I meant is that if all you’re going to offer as a response is “this is terrible” then that simple opinion doesn’t mean much unless you’re in the industry -and even then not much. On the other hand, thoughtful, informed criticism is awesome no matter who it comes from.
The audience matters. Absolutely. I was hoping for more meaningful comments and that’s what’s happened now. So thank you to everybody who’s chimed in.
<blockquote>Maybe in Europe or elsewhere people watching this ad will be rolling on the floor</blockquote>
…no, we won’t honestly. I think it might raise a laugh at the office on a dull day, or in some of our more genetically challenged teenagers… but that would go for the rest of the world as well I guess. How do we find out if this ad is for real anyway… Gabe – do you know?
I have read all the complaints, the rebuttal of those complaints and the follow ups. I think a few of you are being a tad overwrought on this.
1. Animal cruelty never happened as it’s all CG, implied, maybe.
2. Bad judgement, I think, from whoever made this tasteless ad is more like it.
3. Someone here needs to get over himself as I saw no stupid remarks, maybe a little Quaker-ish, Jerry Falwell-ish, but stupid, well maybe some, I think not.
4. what’s wrong with this statement… “Mini shouldn’t do “Mountain Dew” type commercials” ??? Why not? Loosen up the brand I say. The cute stuff was fun but lets move on.
So yes I do have ad agency background and yes I did spend 35+ years designing stuff but do I feel just because I’m a god I should slam everyone else… Hell yes!
Hey have fun and remember to eat your eggs as in… I like eggs, RB… 😉
First of all, it is usually experts in a field who can offer advice on that field.
Ad people offer ad opinions. Oddly, non-ad people always feel that they too can decide what is good marketing. Of course anyone can have an opinion.
I’m not a plumber. I never offer a plumber advice on how to fix a leak. I’m not an electrician – I would never offer someone rewiring my home on a better way to do it. But for some odd reason, all of us seem to be able to tell ad folks how to do their jobs better.
Funny.
By the way, we don’t seem to know what the objectives of the campaign were. Since MINI isn’t having issues selling their cars, I’d wager the objective had something to do with driving buzz or getting people to share the ad with friends.
In which case, it’s incredibly successful, even if you hate the videos.
<blockquote>Someone here needs to get over himself as I saw no stupid remarks, maybe a little Quaker-ish, Jerry Falwell-ish, but stupid, well maybe some, I think not.</blockquote>
I’m assuming you mean me. It’s funny you should say that. I spoke up precisely because I’ve gotten over myself. I used to feel it was my place to rip apart MINI ads because it’s my background. It’s cathartic, but totally narcissistic. If you’ll read what I actually wrote, the gist of it is that all of our blanket <em>opinions</em> are all equally useless, including mine. But if we’re going to discuss this, which I love that we do, then it ought to be thoughtful, intelligent, and hopefully further informed by people who have that background. And thankfully, that’s the direction the discussion – for the most part – has gone since.
<blockquote>So yes I do have ad agency background and yes I did spend 35+ years designing stuff but do I feel just because I’m a god I should slam everyone else… Hell yes!</blockquote>
Ha ha! That’s pretty funny. Asking yourself WWDD? (What Would Don Draper Do?)
I guess I must have outgrown the MINI brand then. It’s time to start thinking hydrogen and electric now anyway. If the US are moving out of their SUV’s it’s probably time the UK started moving out of it’s sport hatches.
I did read all your comments and felt I took them as posted. Had you really read mine, my last comment, you would have realized I was doing you not “DD.”
DD reminds me of one of my last, thankfully, design directors, a talented but repugnant individual. BTW this remark is not directed at you 😉
But PEACE be with you O Brother of Design. I hear ya.
Nathaniel. Your comments strike me as bizarre. We’re not qualified to comment on animal abuse in an ad? You’re obviously an intelligent guy, however, it appears you are very impressed with your own command of the english language. You can wordsmith this all day but the fact is it’s inexcusable tripe and I’m embarrassed for Mini if they had anything to do with this.
Having read the comments first before watching the ad, I was expecting it to pretty bad, but I admit, I chuckled a bit. Not the best ad that’s come out, but it seemed to be lampooning the whole “extreme”/”Jackass” trend that seems to be going on. I just can’t take it seriously since the ad itself, by all appearances, is not. (I seriously doubt any animals were actually harmed in the filming of the advert.)
On the subject of its merits as a marketing tool– I don’t see how our opinions wouldn’t matter, as we are (presumably) in the target audience. Yes, intelligent discourse would require a bit more than simple comments, but even the raw off-the-cuff responses give an indicator as to the success of the ad.
I did read all your comments and felt I took them as posted. Had you really read mine, my last comment, you would have realized I was doing you not “DD.â€
DD reminds me of one of my last, thankfully, design directors, a talented but repugnant individual. BTW this remark is not directed at you 😉
But PEACE be with you O Brother of Design. I hear ya.</blockquote>
Wow, that’s dissapointing. I didn’t take it as something that mean-spirited. I was kidding actually about the Donald Draper thing myself. I’d hate to work for a guy like DD. Not my hero. I also never actually said my opinion meant more than anybody else’s.
<blockquote>Nathaniel. Your comments strike me as bizarre. We’re not qualified to comment on animal abuse in an ad? You’re obviously an intelligent guy, however, it appears you are very impressed with your own command of the english language. You can wordsmith this all day but the fact is it’s inexcusable tripe and I’m embarrassed for Mini if they had anything to do with this.</blockquote>
I guess you missed the part where I said:
<blockquote>And I don’t mean to say that non-ad people’s criticism doesn’t matter. What I meant is that if all you’re going to offer as a response is “this is terrible†then that simple opinion doesn’t mean much unless you’re in the industry -and even then not much. On the other hand, thoughtful, informed criticism is awesome no matter who it comes from.
The audience matters. Absolutely. I was hoping for more meaningful comments and that’s what’s happened now. So thank you to everybody who’s chimed in.</blockquote>
I must say that’s it’s surreal and extra disappointing that my gripe about the nature of the conversation turned into more than one personal attack back at me. I’ll leave it to y’all then. I don’t want to shut anybody up. If anything, I want people to say more, to explore the subject. It’s all yours. I’m out.
Regarding the plumber / electrician analogy put forth by AN:
I may not have much to comment on how either of those tradesman get the job done… except that as an end user, I CAN comment on whether I am pleased with the end result of their work.
Similar thing here… we, as the non-marketing masses, may not have much to say with HOW the ad was made or WHY the ad was made, but as the audience we are VERY qualified to say that, in our individual opinion, IT DOESN’T WORK.
We may not be qualified to judge the process, but you can be DAMN SURE that we’re qualified to judge the results.
Personally, I’m not into large-animal porking, but I imagine there’s a huge market for potential JCW owners among the Tapir-fisting congoscenti. And his only friend. The strange one who “observes” one-handed, no doubt. I imagine there’s a line that was crossed here, judging by the responses, so the Mad Men must be working off the premise of any publicity, however bad, is good. This must be extra-super-wonderful-fantastic-goodliness by that measure. They are just following the descent into the 9th hell of much of what is supposed to pass for comedy onscreen these days.
I get it – since MINI is selling all the cars that they can produce, the poor factory workers are being worked to death. This is an attempt to slow down demand.
I don’t work in advertising, but the ad sucked bad, IMHO. Sorry that I don’t have an in-depth, frame by frame commentary.
Ralf. Are you joking or are you really a zany teuton? If so, don’t forget that us old fasioned Amerikans still are capable of an old fasion ass whoopin’ circa 1945. Don’t confuse decency with being antiquated.
Im laughing at people that actually think a animal was harmed in this video… It is so funny the attention these videos are getting… Keep the videos coming!!!
Would everyone with psychology background please stand up?
(counting…counting…)
Ok. Thank you.
And FYI “arrogant†doesn’t actually equal “This is a maladaptive behavior.â€
Opinions are cheap and easy, but welcome in this venue. I’m not knocking that. However, actual analysis requires expertise. It requires perspective. It requires we follow the rules of intelligent discourse. The anonymity of online comments has bred a horde of commenters who think their A/B, yes/no opinion is valuable in and of itself. This isn’t a poll. Nathaniel isn’t actually looking for your direction, or mine. So let’s get over ourselves.
Nobody here would wisely debate the merits of direct injection unless they actually knew something about it. You wouldn’t argue with your doctor over which medication to take for your particular ailment, that is unless you’d done your homework. Yet so many people think that their consumption of arrogance somehow makes them an expert on it. But who actually understands the structure of an id? Who’s participated in person-centered-therapy? Who’s read a rorschach? Who’s read <i>Abnormal Psychology. The Problem of Maladaptive Behavior</i>?
Anybody? Anybody?
The kind of intelligent discussions that used to happen on Motoringfile seem to be fewer and farther between these days. That’s too bad.
FYI. NOBODY thinks this animal was REALLY harmed. We all know it is a photoshop job.
I find it amusing that you actually thought someone believed it.
People with human decency are offended by the very concept much less the potrayal of animal abuse.
Note I made my point without trying to impress everyone with a LONG boring post lamenting the fact that other M.F.ers are not as intellectually gifted as I.
That is exactly how I heard motoring experience described by a factory installed JCW R56 owner this past weekend.
these jcw extreme commercials are terrible.
Absolutely horrible.
How is animal abuse funny?
It’s hard to fathom that what looks like a cross between an anteater and a pig would have consented to be fisted up the ass by some chieftain want-a-be.
This is just so offensive on so many levels, and I hope MINI pulls it immediately.
I completely concur with Brant. Tasteless
What happened to MINI’s advertising? Downhill since CrispinPorter, IMHO.
WTF? While I know that this animal wasn’t really given a prostate exam I don’t find anything humorous about even pretending to abuse an animal. Did this guy lick his fingers before……don’t confuse being crass with being clever Mini.
Not cool.
Personally I thought the first advert was very funny but this one is poor and no there is nothing funny about abusing animals – even if it’s not real.
WTF, MINI has to fire this group of morons!
If any of you meet Trudy Hardy from miniusa at MTTS. Let her know that this type of advertising is in pour taste.
Things to do for Mini:
– rehire Frank Stevenson (gen 1 mini designer) for next gen Mini.
– rehire original ad agency (motoring concept)
I agree with everyone’s comments. This is offensive and stupid “advertising”. MINI is apparently trying to destroy the brand image that was developed so well by Crispin Porter.
WTF?
Leave the Tapir alone! Why is MINI marketing the JCW like it’s Mountain Dew or Slim Jims? And what does abusing a poor zoo animal have to do with MINIs?
I’ve got thick skin. It takes a heck of a lot more than a very moronic attempt at advertising to offend me.
I just wish I could get those moments of my life back.
Are these ads made by MINI USA or MINI Germany? You need to be sure before blaming the US agency.
Yes, Ulrich, I agree – BRING BACK FRANK!
….agree with all the above. This must be a youtube gag surely… Mini aren’t this stupid.
That was disturbing and rude.
Would everyone with an advertising background please stand up?
(counting…counting…)
Ok. Thank you.
And FYI “I don’t like it.” doesn’t actually equal “This is bad advertising.”
Opinions are cheap and easy, but welcome in this venue. I’m not knocking that. However, actual criticism requires expertise. It requires perspective. It requires we follow the rules of intelligent discourse. The anonymity of online comments has bred a horde of commenters who think their A/B, yes/no opinion is valuable in and of itself. This isn’t a poll. MINI isn’t actually looking for your direction, or mine. So let’s get over ourselves.
Nobody here would wisely debate the merits of direct injection unless they actually knew something about it. You wouldn’t argue with your doctor over which medication to take for your particular ailment, that is unless you’d done your homework. Yet so many people think that their consumption of advertising somehow makes them an expert on it. But who actually understands the structure of an ad? Who’s participated in the creative process? Who’s read the brief? Who’s read <em>Hey Whipple, Squeeze This</em>?
Anybody? Anybody?
The kind of intelligent discussions that used to happen on Motoringfile seem to be fewer and farther between these days. That’s too bad.
How is it that Mini has not come under fire from PETA for this? I am extremely disappointed in this distastful lack of respect for the animal and the consumer. I am truly disgraced by this ad. I hope that Mini is reading everyone’s comments because for this consumer, I am ashamed to call myself a Mini enthusiast if this is the image that the company wants. Love the car. Hate the advertising.
ermm… actually Nathaniel I recently sold out of an international ad agency that I was creative director of… so I do know what I’m talking about.
The ad, if it is for real (which I doubt), is not going down well with this particular demographic (owners) and is therefore highly unlikely to go down well with potential owners. So it is bad, in the sense that it is creating a negative vibe about the product.
Frankly the ad is just downright offensive and will actually break advertising codes and standards in Europe, and probably the States as well… so this one will never ever make it to a TV screen. If it’s for real that is.
I suggest that it is a youtube prank, or it may be some kind of viral test… either way it’s pathetic and I hope Mini get it taken off youtube asap because as a Mini owner I find it embarrassing.
I really hope this a YouTube “production.” I sent an email to MINI customer service requesting that if it is a true MINI production they pull it now or I won’t frequent my dealer…MotoringFile please folow up on this a let the rest of us know the skinny! say it isn’t so…
b4mmy,
Awesome. Thanks for an actual, thoughtful critique.
I also think it falls terribly short. The previous “see-saw” ad was a better execution. The concept is there, albeit not much more than a derivative “Mountain Dew” ad as others have said. This is a particularly bad execution of that idea, but I’m hoping for better ones to come. It’s amazing how just a seeming step to the left or right would have made a big difference – perhaps he fights a kick boxing kangaroo or a spitting cobra or something. But instead he fists a zoo animal? Really? That idea made it out of the room and all the way in front of a camera? Wow.
This isn’t MINI USA work. It’s from Germany.
come on and lighten up people… i think it is classic British humour, done in the spirit of Monty Python.
Thomas, I wouls guess Mini might prefer that you no longer “frequent” your dealer. Creepy loiterers are bad for business.
Nathaniel, so only people who have worked in the advertising business can make a “thoughtful” critique of an advertisement? Funny, I thought it was exactly the other way around.
Nuvolari –
You are absolutely right, when I worked as a marketing director in the cycling industry, we would run everything by a study group or panel of people we were trying to target, if the group wouldn’t buy, the ads wouldn’t fly, no matter how hard the agency pushed. ultimately the decision to place an ad or a product was based on the feedback of our test groups and surveys.
Clearly almost everyone here hates these new ads. The JCW is a classic, it has heritage and a reputation that speaks racing and performance, that isn’t reflected in these new ads at all. It seams more befitting to a Yaris. Look at the JCW print/magazine ads with the “Racing is in our blood” moniker, this is the direction that they should be going, let these ads go to the junk food marketers and not for the top end Mini.
<blockquote>“…so many people think that their consumption of advertising somehow makes them an expert on it. But who actually understands the structure of an ad?”</blockquote>
<blockquote>“The concept is there, albeit not much more than a derivative “Mountain Dew†ad as others have said. This is a particularly bad execution of that idea, but I’m hoping for better ones to come.”</blockquote>
No offense, Nathaniel, but it looks like in the end, you agree with what all the lay-people think of this ad. I’m not sure why you criticized the lack of advertising experience among the respondents while generally agreeing with their sentiment. Maybe we lay-people don’t understand the process, but in this age of mass-marketing exposure, we’ve all got a lot of experience being the target of advertising and this product (the ad) is aimed at an audience and presumably we’re that audience. If the audience doesn’t like the ad, however ill informed we may be of the creative process supporting it, then it’s an unsuccessful ad. Perhaps we here on MotoringFile are NOT the proper target audience. However, my guess is that this ad misses the target audience by a wide margin, or perhaps appeals to such a small segment of the target audience that it can again be deemed ineffective.
yeah, takes a lot more than this to offend me, but it’s still terrible.
like others have said, ads should be made for the consumers of a product, not ad professionals.
and like others have also said, mini owners are a diverse group, but i have no idea which group would like these extreme ads. seems like it should be an ad for an xB or something.
I’m no expert, but I thought the true measure of a good advertisng campaign was not whether or not the ad is “good” but whether or not the product being advertised is remembered?
Fisting Piggies…. it’s like the name of an up-and-coming rock band!
Hilarious, but punching a Tapir in the @$$ is way more extreme then a 200-something horsepower hatchback. Enough with the hyperbole Madison Ave., show me something different.
BSSP’s work has been a huge let down IMHO. There is a fine line between satire and plain rudeness. Crispin Porter + Bogusky did an incredible job with the MINI marketing materials and none of it was done in poor taste.
Nathaniel: We all respect and appreciate your “expert” views but you somehow imply that if you are not a “marketing type” you just simply don’t get it. I beg to differ. That kind of arrogance is what has gotten many in your field in deep hot water…. “We think we know it all and what’s best” mantra. Fisting an animal from behind is not funny. Maybe in Europe or elsewhere people watching this ad will be rolling on the floor but still is done poorly and reflects badly on MINI as the brand and the core values it represents.
I have said it before…. MINI’s market success has gone through their heads. They need to take a few steps back and review some of the stuff they are doing. Arrogance and complacency are the two worst and deadliest enemies for any car company, no matter how successful it may be.
There is a clear difference between being “cool” and being “crass”.
Leave these ads to KIA or Yugo. Wait…Their ads are better…
Remembered…? As in “I remember MINI… they’re those animal fisting folks, huh!?”
Should have been more like “Man, that MINI race car was called a JCW, right? Looks like that thing could smoke a Vette!” (tongue in cheek) 😀
I’m not following the thought that equates remembering a disgusting act on an animal to compelling me to buy a product.
<blockquote>No offense, Nathaniel, but it looks like in the end, you agree with what all the lay-people think of this ad. I’m not sure why you criticized the lack of advertising experience among the respondents while generally agreeing with their sentiment. Maybe we lay-people don’t understand the process, but in this age of mass-marketing exposure, we’ve all got a lot of experience being the target of advertising and this product (the ad) is aimed at an audience and presumably we’re that audience. If the audience doesn’t like the ad, however ill informed we may be of the creative process supporting it, then it’s an unsuccessful ad. Perhaps we here on MotoringFile are NOT the proper target audience. However, my guess is that this ad misses the target audience by a wide margin, or perhaps appeals to such a small segment of the target audience that it can again be deemed ineffective.</blockquote>
Actually, what I was hoping for is that the actual marketing and ad people would stand up and offer some real discussion. I do agree that it’s bad, but I was hoping for more than just knee-jerk reaction. I was hoping to strike up actual critical analysis and intelligent discourse on the subject. The majority of the previous comments had essentially been “yeah, this sucks” — but now people have stepped up and offered real, thoughtful reasons why this doesn’t work for them, regardless of their background. That’s awesome!. That’s the kind of comments I have always loved to read on MF!
And I don’t mean to say that non-ad people’s criticism doesn’t matter. What I meant is that if all you’re going to offer as a response is “this is terrible” then that simple opinion doesn’t mean much unless you’re in the industry -and even then not much. On the other hand, thoughtful, informed criticism is awesome no matter who it comes from.
The audience matters. Absolutely. I was hoping for more meaningful comments and that’s what’s happened now. So thank you to everybody who’s chimed in.
<blockquote>Maybe in Europe or elsewhere people watching this ad will be rolling on the floor</blockquote>
…no, we won’t honestly. I think it might raise a laugh at the office on a dull day, or in some of our more genetically challenged teenagers… but that would go for the rest of the world as well I guess. How do we find out if this ad is for real anyway… Gabe – do you know?
I have read all the complaints, the rebuttal of those complaints and the follow ups. I think a few of you are being a tad overwrought on this.
1. Animal cruelty never happened as it’s all CG, implied, maybe.
2. Bad judgement, I think, from whoever made this tasteless ad is more like it.
3. Someone here needs to get over himself as I saw no stupid remarks, maybe a little Quaker-ish, Jerry Falwell-ish, but stupid, well maybe some, I think not.
4. what’s wrong with this statement… “Mini shouldn’t do “Mountain Dew” type commercials” ??? Why not? Loosen up the brand I say. The cute stuff was fun but lets move on.
So yes I do have ad agency background and yes I did spend 35+ years designing stuff but do I feel just because I’m a god I should slam everyone else… Hell yes!
Hey have fun and remember to eat your eggs as in… I like eggs, RB… 😉
Here is my idea for the next viral:
Find testimonials who read the statments above. (Or at least the most exrteme) and end this clip with:
“Not extreme enough? Try this.” (followed by the JCW driving scenes)
First of all, it is usually experts in a field who can offer advice on that field.
Ad people offer ad opinions. Oddly, non-ad people always feel that they too can decide what is good marketing. Of course anyone can have an opinion.
I’m not a plumber. I never offer a plumber advice on how to fix a leak. I’m not an electrician – I would never offer someone rewiring my home on a better way to do it. But for some odd reason, all of us seem to be able to tell ad folks how to do their jobs better.
Funny.
By the way, we don’t seem to know what the objectives of the campaign were. Since MINI isn’t having issues selling their cars, I’d wager the objective had something to do with driving buzz or getting people to share the ad with friends.
In which case, it’s incredibly successful, even if you hate the videos.
<blockquote>Someone here needs to get over himself as I saw no stupid remarks, maybe a little Quaker-ish, Jerry Falwell-ish, but stupid, well maybe some, I think not.</blockquote>
I’m assuming you mean me. It’s funny you should say that. I spoke up precisely because I’ve gotten over myself. I used to feel it was my place to rip apart MINI ads because it’s my background. It’s cathartic, but totally narcissistic. If you’ll read what I actually wrote, the gist of it is that all of our blanket <em>opinions</em> are all equally useless, including mine. But if we’re going to discuss this, which I love that we do, then it ought to be thoughtful, intelligent, and hopefully further informed by people who have that background. And thankfully, that’s the direction the discussion – for the most part – has gone since.
<blockquote>So yes I do have ad agency background and yes I did spend 35+ years designing stuff but do I feel just because I’m a god I should slam everyone else… Hell yes!</blockquote>
Ha ha! That’s pretty funny. Asking yourself WWDD? (What Would Don Draper Do?)
With a few clicks in YouTube we can see that this was posted by MINIjohncooperworks (“The official MINI John Cooper Works Channel”), which sure looks like a JCW corporate presence to me:
<a href="http://www.youtube.com/user/MINIjohncooperworks" rel="nofollow ugc">http://www.youtube.com/user/MINIjohncooperworks</a>
Thus, I’d say that it’s as equally official as the XTreme Catapulting commercial.
-charlie
No matter what is still distasteful.
Oh I see, “We” “Idiots” don’t get it.
^^^ that’s a shame I was hoping it was a gag.
I guess I must have outgrown the MINI brand then. It’s time to start thinking hydrogen and electric now anyway. If the US are moving out of their SUV’s it’s probably time the UK started moving out of it’s sport hatches.
Hey Nat…
I did read all your comments and felt I took them as posted. Had you really read mine, my last comment, you would have realized I was doing you not “DD.”
DD reminds me of one of my last, thankfully, design directors, a talented but repugnant individual. BTW this remark is not directed at you 😉
But PEACE be with you O Brother of Design. I hear ya.
Nathaniel. Your comments strike me as bizarre. We’re not qualified to comment on animal abuse in an ad? You’re obviously an intelligent guy, however, it appears you are very impressed with your own command of the english language. You can wordsmith this all day but the fact is it’s inexcusable tripe and I’m embarrassed for Mini if they had anything to do with this.
Having read the comments first before watching the ad, I was expecting it to pretty bad, but I admit, I chuckled a bit. Not the best ad that’s come out, but it seemed to be lampooning the whole “extreme”/”Jackass” trend that seems to be going on. I just can’t take it seriously since the ad itself, by all appearances, is not. (I seriously doubt any animals were actually harmed in the filming of the advert.)
On the subject of its merits as a marketing tool– I don’t see how our opinions wouldn’t matter, as we are (presumably) in the target audience. Yes, intelligent discourse would require a bit more than simple comments, but even the raw off-the-cuff responses give an indicator as to the success of the ad.
My wife and I thought it was hilarious – geez, this site has turned into a bunch of old whiners.
Oh, and my 2009 JCW is a blast to drive. I’m glad to see all of the R53 folks still trying to rip the car.
<blockquote>Hey Nat…
I did read all your comments and felt I took them as posted. Had you really read mine, my last comment, you would have realized I was doing you not “DD.â€
DD reminds me of one of my last, thankfully, design directors, a talented but repugnant individual. BTW this remark is not directed at you 😉
But PEACE be with you O Brother of Design. I hear ya.</blockquote>
Wow, that’s dissapointing. I didn’t take it as something that mean-spirited. I was kidding actually about the Donald Draper thing myself. I’d hate to work for a guy like DD. Not my hero. I also never actually said my opinion meant more than anybody else’s.
<blockquote>Nathaniel. Your comments strike me as bizarre. We’re not qualified to comment on animal abuse in an ad? You’re obviously an intelligent guy, however, it appears you are very impressed with your own command of the english language. You can wordsmith this all day but the fact is it’s inexcusable tripe and I’m embarrassed for Mini if they had anything to do with this.</blockquote>
I guess you missed the part where I said:
<blockquote>And I don’t mean to say that non-ad people’s criticism doesn’t matter. What I meant is that if all you’re going to offer as a response is “this is terrible†then that simple opinion doesn’t mean much unless you’re in the industry -and even then not much. On the other hand, thoughtful, informed criticism is awesome no matter who it comes from.
The audience matters. Absolutely. I was hoping for more meaningful comments and that’s what’s happened now. So thank you to everybody who’s chimed in.</blockquote>
I must say that’s it’s surreal and extra disappointing that my gripe about the nature of the conversation turned into more than one personal attack back at me. I’ll leave it to y’all then. I don’t want to shut anybody up. If anything, I want people to say more, to explore the subject. It’s all yours. I’m out.
Food for thought.
<a href="http://www.onthemedia.org/transcripts/2008/07/25/03" rel="nofollow ugc">http://www.onthemedia.org/transcripts/2008/07/25/03</a>
Regarding the plumber / electrician analogy put forth by AN:
I may not have much to comment on how either of those tradesman get the job done… except that as an end user, I CAN comment on whether I am pleased with the end result of their work.
Similar thing here… we, as the non-marketing masses, may not have much to say with HOW the ad was made or WHY the ad was made, but as the audience we are VERY qualified to say that, in our individual opinion, IT DOESN’T WORK.
We may not be qualified to judge the process, but you can be DAMN SURE that we’re qualified to judge the results.
Personally, I’m not into large-animal porking, but I imagine there’s a huge market for potential JCW owners among the Tapir-fisting congoscenti. And his only friend. The strange one who “observes” one-handed, no doubt. I imagine there’s a line that was crossed here, judging by the responses, so the Mad Men must be working off the premise of any publicity, however bad, is good. This must be extra-super-wonderful-fantastic-goodliness by that measure. They are just following the descent into the 9th hell of much of what is supposed to pass for comedy onscreen these days.
My criticism of much of the MINI Short Film Festival entries over the years has been the trite and derivative scripting of much of it, bad lighting used on most of ’em, poor acting presented by some of ’em, weak editing overall, and this one, which hits the magic whanger of suck pretty much all around as a “film” or even a “commercial advertisement” – I hesitate to say this without the quotes. Phony cinéma vérité Blair Witchiness is so over, my friends, and no matter how many “attactive” ungulates you throw into a mise-en-scène with a ninja-cow-boinker, (I hope his resume has as truthful a desription as this one) I just don’t see that as worthy material for MINI to spend even a bent farthing on, and that goes for most of their shnorts, er shorts.
BCNU,
Rob in Dago
^^ haha! You should apply for the job mr wall 🙂
I get it – since MINI is selling all the cars that they can produce, the poor factory workers are being worked to death. This is an attempt to slow down demand.
I don’t work in advertising, but the ad sucked bad, IMHO. Sorry that I don’t have an in-depth, frame by frame commentary.
OMG…. that is hysterically ridiculous.
I thought it was fine. I enjoyed it. I didn’t feel like terrorizing animals after the fact…
Come on you amerikan people are so old fashion, mini is a funky/crazy brand so don’t cry!!!
Ralf. Are you joking or are you really a zany teuton? If so, don’t forget that us old fasioned Amerikans still are capable of an old fasion ass whoopin’ circa 1945. Don’t confuse decency with being antiquated.
Im laughing at people that actually think a animal was harmed in this video… It is so funny the attention these videos are getting… Keep the videos coming!!!
Would everyone with psychology background please stand up?
(counting…counting…)
Ok. Thank you.
And FYI “arrogant†doesn’t actually equal “This is a maladaptive behavior.â€
Opinions are cheap and easy, but welcome in this venue. I’m not knocking that. However, actual analysis requires expertise. It requires perspective. It requires we follow the rules of intelligent discourse. The anonymity of online comments has bred a horde of commenters who think their A/B, yes/no opinion is valuable in and of itself. This isn’t a poll. Nathaniel isn’t actually looking for your direction, or mine. So let’s get over ourselves.
Nobody here would wisely debate the merits of direct injection unless they actually knew something about it. You wouldn’t argue with your doctor over which medication to take for your particular ailment, that is unless you’d done your homework. Yet so many people think that their consumption of arrogance somehow makes them an expert on it. But who actually understands the structure of an id? Who’s participated in person-centered-therapy? Who’s read a rorschach? Who’s read <i>Abnormal Psychology. The Problem of Maladaptive Behavior</i>?
Anybody? Anybody?
The kind of intelligent discussions that used to happen on Motoringfile seem to be fewer and farther between these days. That’s too bad.
FYI. NOBODY thinks this animal was REALLY harmed. We all know it is a photoshop job.
I find it amusing that you actually thought someone believed it.
People with human decency are offended by the very concept much less the potrayal of animal abuse.
Note I made my point without trying to impress everyone with a LONG boring post lamenting the fact that other M.F.ers are not as intellectually gifted as I.
Please save it for the Mensa site.