New Mini Commercial: Mini Driver vs Non Mini Driver

People at BMW have a mini obsession. Actually, a MINI obsession. Not as in tiny, but as in "British car manufacturer of great fun every day vehicles". Yes, we did say great fun because every MINI is just as fun as you’d expect it to be after you see the commercials. Maybe more.

Therefore a new Mini TV commercial shows just how fun a MINI really is and how it can affect your personality. Or you can affect its.

In the first scene, the “Not a MINI Driver” person tries to park a huge station wagon on a tiny space. Of course it won’t fit. But a Mini would have. There you go again, if any proof was needed, that size does matter.

Second scene shows the “MINI Driver” person thinking outside of the box, as he’s bouncing off chairs to get to his girlfriend at the cinema. All MINI owners are quite different, apparently.

Third scene shows a MINI Driver’s pet crashing a wedding and stealing the bride's bouquet. The dog is quite small, as no model in the Mini range can offer enough space to carry a real dog like a Rottweiler or an American Bulldog.

The last part is the funniest. The “MINI Driver” takes on another challenge, as he rushes down the stairs to get to the bottom floor faster than the people using the elevator.

Only one question comes to mind. When did it become all about the lifestyle? It used to be all about the car. Maybe the lifestyle approach sells better...