MINI Makes Minimalistic Mess


Somehow lots of big, fat, black magic markers versus one slim, green pen are supposed to convey the notion of Mini's minimalism. To us, all it does is make is make a big, confusing mess.

We don't get the logic. The big (bad) black pens help draw the car. That's a good thing. The small (good) green pen annotate what the black pens have built. To us, it look like happy team work. Not the David and Goliath battle MINI would like it to be.

by Steve Hall    May-18-09   Click to Comment   
Topic: Bad, Commercials   

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Maybe it's supposed to be a 'do more with less' type thing? You're right though, this doesn't tell a good story or get across any important points in a clear way.

Posted by: Cory O'Brien on May 18, 2009 12:11 PM

I like MINI and drive one too, but I must agree with you here.

Posted by: Herbert on May 18, 2009 11:44 PM

How Mini expects us to take a David vs Goliath theme from this is a mystery to me. All it looks like is simplified teamwork.

Posted by: Stefanie Hartman on May 19, 2009 7:32 AM