The work of marketing teams is never over and despite the fact that the new MINI has been out for quite some time now, they’re seemingly still working on its image in Spain. Therefore, they came up with the brilliant idea of using kids in the latest commercial launched in the European country.
Their ad that is just over 90 seconds long, shows us how the British manufacturer got together the world’s foremost experts to make a simple choice between the MINI (in 3-door and 5-door guises) and its competition.
The kids were ecstatic about the experiment and, needless to say, they picked the Brit in all of the cases. Well, almost all of them as there’s definitely no competition when you’re going up against an old red fire truck.
Leaving that particular one aside, and looking through the censored images (MINI probably didn’t want to take any direct hits at its competition) we could tell that the cars the new hatch was compared to were the Golf VII, Audi A1, Fiat 500 and the new Opel Adam.
Sure, some of them aren’t even direct rivals but does it really matter? The kids had their say and they went for the MINI every time. Once again, I have to apologize, almost every time. I keep forgetting about that awesome fire truck.
One neat trick the marketing people put to use here is the fact that while the MINIs were brightly colored, the competition was presented in rather dull colors, maybe with the exception of the Fiat 500. Cheeky!
Leaving all jokes aside, there is some truth in this spot though. Most of the time we leave aside logic when buying a car. Sure, those of us that don’t really enjoy driving will surely go for the safe, low-consumption models and probably end up with a Camry or Prius but for petrolheads, choosing a car has to do more with matters of the soul.
In this regard, we often leave out the terrible mpg figures and the high maintenance costs and go with the car that appeals to our soul and heart rather than our too-logical brain!
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