When BMW first launched the new generation MINI it was all about the fun aspect , fun to drive , fun to own it was even fun to look at because there was nothing quite like it available at the time.
The sound bites made as much sense as a Justin Bieber lyric in the automotive world back then - where's the dynamics? , where's the driving?
In the years that followed MINI has slowly toned down the manic for a bit more maturity ... MINI is a brand that has grown up and is showcased by the film for the MINI PACEMAN - the first Sport Activity Coupe in its segment.
The advertising dynamic suits the PACEMAN as it is fun to drive and is one of those cars that if the keys were on your desk you would make an excuse to just drive. We have all done that , surely?
MINI has matured as a brand especially as a youthful brand , unfortunately you still run that risk of insecurity as you grow up and no one wants to remain a douchebag if you still play the same record or sing the same songs.
Desirability as well as agility is important to an automotive brand and especially a brand like MINI. The message about MINI remains but with a lot more maturity after all MINI is at age a teenager a bit like Another famous teenager but whilst one is growing up the other remains an insecure douchebag.