BMW/Bayerische Motoren Werke AG, Space
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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