fredolfo

Just got the latest newsletter from Mini USA. I’m subscribed because I’ve always loved the Mini Cooper. The cars engineering is impressive, their design amazing, the advertising is usually pretty good. All the platform discretely yields “We are a smart, environmentally friendly and fun” in my mind they have always been one of my favorite brands. The newsletter talks about some new features. Among them there is one particular feature that called my attention: They decided to let you lower, or raise, the top while you’re on the move. That is awesome. Especially if you take into account that  most of the convertibles out there will demand you to entirely stop the car if you want an immediate climate revamp, throwing the fun of opening your top to the trash and killing valuable time when the rain starts and you need to make it on time to your first date. However, with that, some genius decided that it would be awesome that while on your trip you should be really interested in knowing for how long the top has been open. Well, I’m in advertising, so I have to admit that stupid ideas sometimes come to our minds, at the end of the day, we all are always trying to attract new costumers for our clients, and look awesome; but, come on! to have that idea is one thing, to  share it is already outrageous, but the fact that it made it all the way to production, is a scary bad symptom.  For a brand like this, it is to go from the really cool, to the really stupid, from jaw-dropping to giddy ideas. Where is all the German ascetism, simplicity and elegance. That’s a feature you could perfectly fit into and episode of ‘Pimp my Ride’. What’s next? a How’s-my-tan-o-meter?