Can anybody explain the Clubman ad campaign?

I've loved the cooper ads but I don't get or like the Clubman ones.
I've not understood how some of the magazine cooper ads were supposed to sell cars such as: the coded messages for mini owners only, or the viral mini robot ads, but they entertained me. I never saw one I didn't enjoy!
I never saw any of the mini tv spots on the air but when I found them on youtube I loved them. (here are a few)
dog & cat
bobby
big dog
flirt
duel

But the clubman... What the *heck* is ZUG? The fold-out in my recent issue of Wired made no sense and keeps flopping open and hanging out of the magazine. Plus the tape wasn't strong enough to stick to the ad but was enough to pull the ink off the article


The pinball spot is just weird and all it conveys is that the clubman has unusual rear doors plus it reminds me to much of a Guinness ad (I love Guinness to but this one also left me confused.)
This series not like the other had potential but it stops to early it needs the clubman compared to other cars.

I like the clubman for the most part but I just don't like the ads...

 

I agree. It's as if they really have no idea how to market the unique bits of the Clubman, i.e. MORE ROOM!

 

There is one good one with a Dr. and a kid on a table, the Dr. looks in the kids ear with the ear thing (I am not a dr.) and sees a clubman driving all around in there.

I also wondered what was up with the pinball one, it was wierd.

 

Well, you remembered the ads didn't you? That's all they are trying to do. If they just showed the car and the interior of the car, they would be just like every other car company, which MINI is not!