I’m really digging the new poster and outdoor campaign for the Austin Mini. It’s quirky without stepping into the territory so adroitly carved out by the Volkswagen Beetle.

This campaign feels young and cheeky – one board references the fact that you can really feel the roadkill in a Mini. Another poster, in men’s washrooms (don’t ask how I know), suggests that thanks to the new Mini there’s a better use for your right hand. Very funny stuff.

But other executions, like the one that states ‘On-ramps are just foreplay’, move away from Mini’s attitude to focus on its power and speed. I miss the wacky Mini spirit in that one. It feels like it could be about just any car.

That’s a minor quibble though. All in all, this campaign leaves Mr. Bean behind in a trail of dust.

Karen Howe, CD

Due North Communications

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