Believe me, as much as I love MINI, I would have thought twice if some marketing freak bastardized the thing by putting ads on television.

I bought into MINI because they are rare, curious and intriguing little cars. I feel better knowing that I don't think like the masses out there – someone buying a Ford just because that's all I know. That doesn’t sit well with me. MINI did a great marketing job thus far to hit the people they wanted to hit in this first year - namely early adopters and those who are into alternative type lifestyles.

Early adoption can be a difficult thing and the image they are selling to now wouldn’t be part of it if MINI was slammed all over television like Budweiser. With out the mystique and image they have now, I wouldn’t have bought the car at MSRP. Forget about over MSRP… ( MINI of Westchester NY was very good about no haggle MSRP price tags with me though. ) Doesn’t it feel good when you walk out of a store and there is a circle of people around your ride? Or how about the people the drive by and slam their foreheads on the window to get a glimpse… Putting MINI on television this early would ruin that completely.

The minimalist campaign and good placement of print and promotion will do just what MINI wants it to… create a demand, buzz and an image to insure longevity. Blasting them out like the PT cruiser would be a mistake. No one wants a PT around here… and I see tons listed in the paper for sale. MINI is totally the opposite of that idea. Huge campaign with a crappy product sucks. A small and targeted image campaign for a great product is clearly the best way to go!