Filed under: Frankfurt Auto Show, Marketing/Advertising, MINI
VIDEO: MINI Clubman ad banned in Frankfurt
BMW's MINI brand has been responsible for some unique ad campaigns in recent years, so when we first read that their latest ad had been banned in Frankfurt, our imaginations went wild. What'd they do this time? Nudity? Vulgarity? Drugs? Rock and roll? Boy were we disappointed to find out the only thing offensive about MINI's Frankfurt ad was its not-so-mini size.
To emphasize the Clubman's bigger dimensions, the ad was a bit larger than normal. A 10-story-tall video proclaiming the introduction of the new MINI Clubman was projected onto the side of a downtown Frankfurt building for three days as part of the auto show. A MySpace page dedicated to the banned ad claims the ad was pulled after other automakers complained, but there's no official word on the decision. If that's true, then behold the power of controversy on the Internet. Watch the video after the jump to see the ad you can no longer view in Frankfurt.
[Source: Motoring File]
Reader Comments (Page 1 of 1)
Brett- BMW Advocate 4:33PM (9/22/2007)
I'm shocked that the competitors whined and bitched to the point where the projection was shut down. Just because Fiat, Peugeot and others didnt think of such a great idea. Good job MINI! Great Ad!
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500 10:24PM (9/22/2007)
Somehow I doubt this actually happened. I smell a publicity stunt. Marketing 101: there's no better way to drum up interest in something than to claim it has been "banned" or "censored."
AutomagV 4:58PM (9/22/2007)
Not only did those whiny manufacturers lack the originality to think of this themselves they also fail to have any cars with such an iconic image as a the Mini. Even if they did come up with a similar idea, what model could even pull it off? None, only the Mini is quirky enough to make it work. It's sad really to think of these execs stomping around in their mahogany lined offices screaming in their bluetooth headsets, "It's not fair!" Mini should not have caved.
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Barney 10:39PM (9/22/2007)
From the article:claims the ad was pulled after other automakers complained, but there's no official word on the decision.
There is no word (no evidence) that the automakers were the cause for the ad to be pulled. Where did you hear that is now offical?
John R 5:05PM (9/22/2007)
"No fair! We want a Daft Punk soundtrack, too!!"
(if that is daft punk...)
I agree with the comments so far, that's really sad the other auto makers can't be good sports. Just take the 'L' and move on.
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Barney 5:59PM (9/22/2007)
What would be the grounds for the ad removal? Someone would have to point out something in the ad, that makes it undesirable. There is no referral to those grounds. The only conjecture is that the opposition demanded the ad removal. That hasn't been verified either.
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RicardoHead 6:09PM (9/22/2007)
Ok, I dislike the new Minis and particular hate the Clubman. I basically dislike the "look at me" insecurity freaks who drive them. That being said ....
.... this ad was cool, clever, and I see no reason whatsoever for it to be banned. It made no claims in contradiction to any laws (I ran a business in Germany), it was not anti-social, nothing lewd about it. I am disappointed that the execs didn't take a stand on principle, here.
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tenfifteen 12:36PM (9/23/2007)
Uncanny!
While I originally thought I liked well-built, solid-performing, fun-to-drive cars with bold styling, best-in-class safety/resale value and interior accouterments galore based *merely* on my lifelong love of the original Mini and trust in BMW quality, apparently I've been wrong this whole time.
Now, as should've been plain all along, I can see that my *real* motive for buying two MCSes was these previously unacknowledged need for attention, as well as my abject insecurity. Ricardo here, who is clearly a master of psychoanalysis as indicated by automobile selection, has really hit the nail on the head. Buy cars that no one likes to look at, everybody.
I am amazed and humbled by this prior ignorance. I think I shall sell these two cars go buy a Buick Lucerne, go all gray with the wardrobe, and avert my eyes whenever anyone approaches. Wouldn't want anyone to notice me or *gasp* assume I was an insecurity freak.
Anyway, thanks for the help Ricardo; have you considered writing self-help books?
tenfifteen
reader-ride 8/20/2007
RicardoHead 9:39PM (9/23/2007)
Thanks for proving my point, insecurity freak.
Homercycles 9:22PM (9/22/2007)
Kudos to MINI for the ad. No kudos to the person who made a postage-stamp sized video with a great waste of black space surrounding it so that we could barely see it!
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welshjr 10:18PM (9/22/2007)
I find it comical that the competitors would have complained enough to get it banned... especially because now, being ban means that it is getting INTERNATIONAL attention online instead of just local play in Frankfurt!!
@RicardoHead - Actually, an insecure person would drive a nondescript, plain, appliance-like vehicle to blend in and not be noticed at all. They would not buy something that draws attention to themselves.
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why not the LS2LS7? 2:07AM (9/23/2007)
Smells like BS to me.
BTW, ads like this are commonplace in Shanghai.
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lee 10:58AM (9/23/2007)
um. it's in english...Isn't Frankfurt in Deutschland where they sprechen die deutsch
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Brett- BMW Advocate 11:57AM (9/23/2007)
maybe they had two viewings?
Barney 12:04PM (9/23/2007)
One offical language only, is restricted to Americans. In most countries, other languages (including English) is the norm.
adrian 8:11PM (9/23/2007)
I don't know how BMW had the nerve to make the Clubman, Let alone an advert for it. The back half of this motor looks like a f**k f**e.
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