MINI Countryman re-enacts SUV stunt

MINI Countryman re-enacts SUV stunt

Back in 2002 the creative team at Crispin Porter + Bogusky felt people were ready to move away from SUVs, so they pitched the idea to MINI and won the campaign to relaunch the iconic brand in the USA using a series of print promotions, outdoor events and marketing stunts.

One such stunt that made the launch so memorable was entitled “The SUV backlash officially starts now” and involved mounting a MINI on top of a Ford Excursion SUV which was then driven around 22 cities in the USA, parking alongside children’s rides outside shopping centres with a notice next to the coin slot saying, “Rides $16,850.”

[blockquote type="blockquote_quotes" align="center"]..with the launch of the all-new, four-wheel drive Countryman, MINI isn’t so mini anymore, so we simply couldn’t resist mounting a classic Mini on top of the Countryman, to show just how much we’ve grown.[/blockquote]

It therefore seems a touch ironic that in launching the new MINI Countryman in the USA, the agency Butler, Shine, Stern & Partners have chosen to re-enact the scene but this time mounting an original 1960′s Mini on top of the new Countryman. One of the truly admirable qualities about MINI’s marketing stance is their willingness to make fun of themselves and this campaign is sure to bring a smile to the many onlookers who see it.

MINI NYC original MINI Countryman re enacts SUV stunt

MINI's original 2002 campaign aimed to take advantage of the emerging anti-SUV backlash and successfully spawned a renaissance in the American driver's passion for small cars.

The agency explains the idea behind the stunt as follows, “..with the launch of the all-new, four-wheel drive Countryman, MINI isn’t so mini anymore, so we simply couldn’t resist mounting a classic MINI on top of the Countryman, to show just how much we’ve grown.” The copy on the side of the Countryman reads: “Holds everything you need for a fun weekend.”

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  • Calvin

    thanks for posting pics. I had heard from a friend in LA that he saw a “4-door mini with some old mini on top of it driving down sunset” which now of course turns out to be the mini countryman. he tried to take a pic but it didn’t come out. wonder if they had to reinforce the frame? or if the little mini is hollowed out or something?

  • http://www.facebook.com/people/William-Lange/100001287691896 William Lange

    these are really nice shots. had heard about this promotion thanks for providing pictures.
    not sure if I am mini countryman material but this car seems to make sense for them. and it still has the mini look I will give them that.
    WL

  • McCools

    ok this one is pretty good too. maybe not as funny as the “mini on mini” but still. mini countryman billboard in Chicago that itself might soon be covered in the white stuff.
    http://libraryofmotoring.info/2011/01/18/bssp-mini-countryman-billboard/