So last night my issue of Car & Driver showed up in my inbox, much to my delight. I know, I'm a nerd. I've accepted it. So, I did the same thing I do every time I get a new magazine--immediately dove in!
Leafing through the magazine, I saw many of the new 2007 model year cars. But as an ad-man, of course, the biggest thing I notice are the new car ads. The one the struck me the most was the new ad for the Mini-cooper. It was pretty awesome - I hadn't really seen a great Mini print ad since CP+B resigned the account to tackle the North American marketing account for Volkswagen. But this one is pretty cool - it's just a bunch of jumbled up words on a page, with the message, "complimentary decoder with every Mini purchase."
It's an interesting shift from Mini's recent strategy of pushing the car's "small" characterisics. Now, it's almost as if they're saying that owning a Mini puts you in an elite club that only Mini owners would understand. I'm not sure if the Mini brand has that kind of pull just yet (especially since the car's price tag is so attainable) but it's interesting. At the very least, it has the people talking and ME WRITING.
Here's a quick blurb about the campaign:
Click Here
More later, my people.
Garret Ohm
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