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Mini Cooper - Space

Company: BMW
    View Company Scorecard | Contact Company
Brand: Mini Cooper
Ad Title: Space
Business Category: Automotive
Media Outlets: Television
Country: Canada
Region: North America
Agency: TAXI Advertising & Design
Year: 2003
Target: Mainstream
Ad Spotter: Michale Paul
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A young man and woman, reclined in their Mini Cooper, sit up after a make-out session and rebutton their shirts with smiles on their faces.

The woman says with surprise, "Wow, there IS a lot of room in here" -- because the Mini appears from the outside to be so small -- and then another young woman sits up from the BACK seat and agrees, "Yeah!"

The surprise in this commercial, of course, is not just the space for reclining seats, but a third person making out with the other two. The charm of this ad is bolstered by the way it handles the threesome, to show that no one appears to be cheating on another -- the way bisexuals are usually represented.

"MINI's character demanded an edgy, integrative brand campaign for the
Canadian market," explains Rob Van Shaik, National Manager, MINI for BMW Group Canada. "The feedback we've received from our customers, the media, and (the Strategy magazine) award, indicates that this approach has been a tremendous success."

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Mike , North Bay, Ontario, Canada
This ad has been in fairly heavy rotation on the CHUM/CITY group cable channels (Showcase, Space, City, etc) in Canada for several months now. It's a pleasantly positive portrayal without being preachy or too overt.

Al , Abbotsford, BC, Canada
I suppose it is easy to see bisexuality if that is what you want to see. But perhaps the girls aren't bi, and just want to share the same guy heterosexually. What's wrong with that?

Vanessa , Columbus, Ohio
I love them just for having the nerve to do this ad given the climate these days. But maybe Canada is a cooler company (not meant in a climate sense.)

Gene , Dallas, Texas
The girls are bi, no self-respecting straight woman engages in a three-way unless pleasing her man is more important than pleasing herself. Moreover, two women and one man is a straight fantasy, not a gay one, and it's not daring. Daring would be two men sharing one woman, and touching each other to please the woman. Now THAT would be great.

Ray , Emeryville, Ca
I believe they may be more expressing the desire of polyamory, or many loves, rather than being bisexual. Of course there is more potential ad revenue generated and cars sold if the notion of two women making out is in the ad.

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Hard Top. Firm Bottom. It's so L.A.
Company: BMW
Brand: BMW
Country: United States
Region: North America, US Regional
Year: 2007


When the Top's Away, the Car Will Play
Company: BMW
Brand: BMW
Country: United States
Region: North America, US Regional
Year: 2007


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