Mini lately unveiled its next-generation F66 Cooper and although I’m already a Mini fanboy, when the most recent Mini advert marketing campaign got here up on my Instagram feed, it genuinely excited me. Car adverts was humorous, irreverent, and daring, however trendy automobile adverts appear to have migrated into the realm of great, stodgy and boring; fortunately Mini is altering that.
Take the 4 OEM Super Bowl adverts that aired this weekend for instance; They have been… superb. Volkswagen revisited its historical past within the U.S., BMW used Christopher Walken and randomly talked about the brand new i5, Toyota did a cute job of bringing humor with its Tacoma seize deal with marketing campaign, and Kia tried to make you cry. Mini’s newest advert marketing campaign is stuffed with vivid colours, enjoyable music, and model-esque individuals laughing and loving of their Mini. I feel it’s simply what the trade wants proper now.
Mini got here again to the U.S. market again in 2002, and introduced with it an infusion of enjoyable, chicness, fashion, and a cheeky demeanor that made it a complete trade sweetheart. As the fashionable automotive trade continues to churn out greater and heavier and dearer automobiles than ever earlier than, Mini is bringing again that Y2K exuberance with this advert marketing campaign.
When I first noticed Mini’s newest adverts, I instantly thought of classic Steve Madden adverts the place fashions have been become pop artwork with exaggerated options and trippy visuals. Throw within the iconic early ’90s dance bop “Pump Up The Jam” by Technotronic, impeccably styled, stunning and numerous fashions who’re laughing and having a blast with their Mini, and playful fisheye lens cinematography and images and also you’ve acquired the right Mini advert.
In distinction to Mini’s colourful, whimsical, fun-filled advert marketing campaign, you will have adverts like Buick’s. Buick has confronted an identification disaster since its final successes within the ’90s, however I feel trendy Buicks have gotten fairly compelling automobiles. Unfortunately, Buick’s advert campaigns don’t do the model justice. Buick commercials are extremely uninteresting and mundane, speaking about its automobiles practicality and liveability, however the place’s the enjoyable? Where’s the desirability? I wish to see individuals laughing and having enjoyable, not individuals operating errands.
Remember when Kia Souls have been pushed by breakdancing hamsters? Or when Volkswagen went avant garde with New Beetle adverts? Mini solely simply unveiled the F66 Cooper and this Mini fanboy is bought because of efforts to make the automobile look stylish, funky, fascinating, and straight up enjoyable. There aren’t many new automobiles I might severely see myself falling in love with, however the brand new Mini may need stolen my coronary heart.