MINI Advertising Loses the Plot

Robert Farago
by Robert Farago

What’s happened to MINI’s advertising? The car company that defined clever TV commercials, highly effective viral marketing and rockin’ real-world signage has dropped their cute ’n‘ quirky post-modern arched eyebrow cock-a-snook-at-SUVs play up the handling and performance in a “less is more” kinda way branding message—most recently exemplified by their MINI Cabrio campaign. Now MINI’s going for simple shock tactics. Note to BMW: a brand is a terrible thing to waste. Note to MINI girls: fuck you, too. [Thanks to Seth L for the link.]

Robert Farago
Robert Farago

More by Robert Farago

Join the conversation
4 of 27 comments
  • Durishin Durishin on Sep 11, 2009

    Sad when a company gets bored with it's own products. Whatever else could you blame this on?

  • John Horner John Horner on Sep 12, 2009

    "Well, any thoughts of me ( 60 YO, white, middle class, retired, bald, male) buying a Mini just went down the toilet.' Say what, you choose your new cars based on whether or not you like the advertising?

  • Bigmiles70 Bigmiles70 on Sep 12, 2009

    Can we blame this on Bangle?

  • TRL TRL on Sep 14, 2009

    If BMW keeps this up it will be the first time ever advertising will get me to sell something (my Mini)instead of buy something. As a 60 year old male it's getting too embarrassing to drive one. I know I am not the demographic they want, but since I am the demographic that has money, maybe they should reconsider. Shame as the car is a hoot to drive and a great second car.