MINI John Cooper Works: Superheroes
This is a graphic ad from John Cooper Works for Obrigado magazine. Every edition of the magazine has a theme which the contributors and advertisers are expected to follow. This edition’s theme was Superheroes.
The cool visuals and the context above are quite good but its not much of an ad it seems, I don’t really think Cooper will get a lot out of this media spend.
I guess the “visual idea/copy” is something along the line of the superheroes hanging around, admiring the Cooper while the villain wreaks havoc in the city – I think. I like it but I don’t get it.
- Advertising Agency: Black RiverFC, Johannesburg, South Africa
- Creative Director: Ahmed Tilly
- Art Director: Justin Joshua
- Copywriter: Dave Topham
- Illustrator: Andree Wallin
- Other additional credits: Hilary Simpson
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I am a fan of BMW and VW, but why put down the new VW Rabbit just to sell the BMW Mini?
I didn’t really get the ad either, but the put-down was clear.
I think part of the problem stems from the name “mini john cooper works”. In an ironic twist the name doesn’t work.
I get the Mini part, and the Cooper part, the Works is a tacky addon, but the John just befuddles me to no end.
A little history, the car originally called the Austin Mini or the Rover Mini was truncated to the Mini. Then John Cooper started racing them and put a larger engine in them. The Mini soon became known as the Mini Cooper because only the Cooper editions were in high demand.
Flash forward to the new (BMW) ‘Mini Cooper’, since the ‘Cooper’ which used to distinguish the faster versions is now the name of the base model, and they already added an S to the supercharged version, I guess they had to add ‘works’ onto the racy model.
I still don’t understand the point of adding ‘John’, it is over-thought out and just seems to nail the lid on the whole ‘BMW don’t get how British the mini is supposed to be’ thing. The analogue to this would be the marketing of Von Dutch to mall-going lolcats.
Comment by Miles — 2 April, 2009 @ 6:05 am