Drive What You Sell - Mini USA's ad agency
 

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Nice article. Thanks for sharing.

My take: Personally I am not overly impressed with the work of the new Sausalito ad agency. To me, the worked performed by CP+B was flawless, better focused on the brand and its prospective customers. I just don't see this kind of intimate connection with the new agency. Hammer & Coop while funny and all, is a lame attempt to raise awareness of the R56 in the US market. To me what MINI did with the Italian Job back in 2003 was a grand slam!

So, because Paramount Pictures decided to 'remake' a film using its name. And to keep it true to the original, modernized, they used the new versions of the same cars in the original. MINIUSA had great marketing? All they really did was sold the production crew the cars, and probably helped them retune/wire them. MINI didn't commision The Italian Job (2003), it was pure luck that the movie was remade just around the time the cars were introduced into the market.

I doubt that was "coincidential". Although the Italian Job was not released until a year after the first MINIs hit showrooms, there is no doubt in my mind that MINIUSA benefited from the product exposure in a motion picture:nod:

I don't really know whether MINIUSA had anything to do with the actual movie remake, but I can tell you that most people that saw the movie wanted a new MINI at the end of the screening.

Hammer & Coop is not in the same league. There was chatter in the last couple of years about a second instance of the Italian Job and I believed that was going to be the launching platform for the R56.

I like the new ad adgency. I did the Ad Agency run in Marin, CA last year and found the people to be really cool. I also liked the secret message in the ads campaign and I am waiting for my keyfob for the motorby campaign.