>I saw the Mini insert in this month's R&T. I had the opposite reaction:
>I thought it was inspired, and great for autocrossing.
How is promoting un-santioned, un-insured racing great for autocross?
>The Mini campaign (from Crispin Porter+Bogusky: http://www.cpbmiami.com/)
>to be taken literally; it's all about having fun. Other Mini inserts had
you punch out decals
>and aftermarket parts and stick them onto cutout Minis. This time they've
>punch-out cones, but I doubt few people old enough to have a driver's
license are going
>to assemble them, let alone take them to an empty lot and start slaloming.
>It's tongue-in-cheek, it's informal, and it's been very effective for BMW.
This Crispin Porter+Bogusky outfit is completely out of touch on this
subject. The add specifically suggests folks do this, with instructions!,
and even mention a 100ft slolam! Do you know how fast a 100ft slalam is?
It's not just Mini owners that might try this, but any car enthusiast stupid
or nieve enough to think that it's ok cause this add make it sound not only
ok, but suggested.
>How many ads have you seen quoting jaw-dropping 0-60 times? They're not
>you should launch like the rocket sled from each traffic light, though. BMW
>to literally do it on your own any more than an ad touting the BMW M3 GTR's
>success is urging you to take street corners at 110mph.
The differnce here is the ad is suggesting that you actually do this! With
instructions and cones! I'm all for touting what a car is capable of doing,
but this ad suggesting that you actually go do it in an illegal way, with
instuctions!, is just stupid! The responsible thing would be to suggest
contacting local autocross organizations for information on how to and where
to do this, and to have at least a discamer somewhere stating that they
should not actually try this on there own.
>My takeaway from the insert was promotion for autocross, plain and simple:
>using Solo II success as a way to promote the car. The language of Mini
>readers to "Let's do this. Let's do that. Let's motor." They're expressing
a unique selling
>proposition of the Mini in the language of the campaign, which is much more
>than another copycat ad that brags on their racing success.
It isn't promoting safe sanctioned and insured autocross like we have with
SCCA and such, but promoting illegal "street racing" on other poeples
property without there permission. Unique or not, it is completely
unresponsible and asking for major trouble.
>In short, I think it's fabulously good for Solo II, IMHO. Wouldn't it be
marvelous if this
>fuels Mini participation in much the same way the Subaru/SCCA partnership
has done for the WRX?
How does this ad help fuel participation in any Solo II event? No mention
of the exsitance of this any such thing, let along any contact info on how
to legally do this. The first time the local cops bust some ya-hoo's doing
this, it could have serious ramifications for any local group that
autocrosses legitimately. Have you ever been involved with a group tring to
get site for autocross? All of the issues around liability, and bad press
from allowing poeple to race on there property is a very hard sell. Add
just one illegal stunt like this ad is promoting, and kiss any chance good
>Funny thing about ad campaigns, though: whatever we might think, only the
>decide which one of us is right. If droves of Mini drivers get arrested in
>lots, I'll be the first in line to say I was wrong.
>Senior Vice President/Managing Director
>Ackerman McQueen/Colorado Springs
>(an advertising agency)
Wow... Don't take offense to this Clay, but I would expect more from some
one in the advertising industry that actually knows something out
autocrossing. I love to hear what any of your firms lawyers would have to
say about this ad after seeing it.
Just saw a new ad campaign by Mini USA in "Fast Company" magazine, and I
say I amazed at what they are promoting. I quote:
"Let's recreate automotive history. Let's see what this street legal
can do. Let's find a big, empty parking lot. Let's bust out the orange
Let's pull out the stopwatch. Let's set a slalom course for adventure. Let's
get readyl. Let's get set. Let's Motor".
They include a fold out cutout set of cones you can assemble with the
1) Locate abandoned parking lot or airport as potential slalom course.
2) Remove cones from perforations. Fold and space evenly. Road & Track uses
100ft intervals, but they're pro's.
3) Start your engine. Start the clock. Avoid cones like it's your job.
4) Compare results with friends. Prepare to be impressed.
All this with pictures representing each step.
Call me a over reacting fool, but is BMW / Mini USA this stupid? Do they
the liability box they have just opened. Are they so naive to think this is
"good idea". Just what our sport needs is a bunch of ya-hoo kids going
staging slalom testing in random parking lots cause "BWM said to".
There are no disclaimers, no "don't try this at home" statements. They are
really promoting folks to go out and do this.
This appears totally irresponsible and I would think very bad for our sport.
I'm sent this to Howard and Tasha in case the SCCA is not aware of this.
Am I nuts or is this nuts?
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