mini

Here’s the latest installment in the Mini campaign done by SanFran based Butler, Shine, Stern & Partners. This time there is no decoder kit required to view the message, instead we are given a “Mini Parking Amulet.” Made for non-mini owners, this amulet is supposed to aid owners of big cars with finding parking spaces as “It’s not easy squeezing a mastadon into a marmot hole.” Combined with the usual witty copy, this punch-out amulet was a pretty novel idea. First they went after mini-owners, now it seems they are going after the “other” crowd. The best part is the text on the back:

Still circling? In the very, very , very remote chance your amulet is defective, remain calm. Cursing the amulet will only summon forth additional fire hydrants and loading zones from parking purgatory. Take a deep breath, visit miniusa.com, and restore your faith in parking magic.

Needless to say, I’m a fan of this project.

—[UPDATE]—

Ian Cooper from www.gpmini.net just sent me the billboard accompaniment found “on Route 1 in Saugus just north of Boston, Massachusetts.” Thanks Ian.

This is the latest installment of the MINI Cooper “Secret Decoder” ads that have been placed in magazines around the country. This campaign was created by Butler, Shine, Stern & Partners for MINI USA and can be found in this month’s issue of Car & Driver. Using your “secret decoder kit” that was mailed out to MINI owners, the secret message appears guiding you to another spoof/novelty site. Seeing how I don’t have a decoder kit myself, I’ll just give away the secret: http://www.minispygear.com.


The website is a pretty neat looking spoof of the old novelty ads found on the back of comic books. After navigating through the site, you’re led to a screen asking for your VIN(I used one that I found on AutoTrader.com) and then promised some MINI shwag if you enter in your contact info.
Neat series, I look forward to seeing the rest.
View all the photos here.

(A big thanks goes out to Ian Cull from www.gbmini.net for the images)