MINI Teaser Ad's for Frankfurt Show

Nathan · Sep 10, 2009

[ame="http://www.youtube.com/watch?v=hAiJvcS4mRk"]YouTube - MINI. Two Untamed. Mirror.[/ame]

[ame="http://www.youtube.com/watch?v=50z3xI1TuZ8"]YouTube - MINI. Two Untamed. Same.[/ame]

Steve · Sep 10, 2009

Well, that was a useless waste of time and electricity.....

BlimeyCabrio · Sep 10, 2009

But if you play it backwards, you can see the car. Try it.

M^Cubed · Sep 10, 2009

how do you go about doing that? LOL

Nathan · Sep 10, 2009

I think I heard "I buried Paul" when played backwards.

BlimeyCabrio · Sep 10, 2009

I'm still above the turf. Slightly.

Jeremy1026 · Sep 10, 2009

The first time I watched 'Mirror' I was waiting for the CoupÃ© to either come out of the mirror, or at least blow by it (as if it was behind the woman as she looked into it.)

ScottinBend · Sep 10, 2009

:yikes:

And they used to be so much better!

Need to go back to the ad agency they had before.

Sideways · Sep 11, 2009

Personally I dont see what is wrong with those...
My MINI is a Chick...and as a Canadian I can most definitly appreciate the Hockey Goalie Mask...and the high stick at the end...Ooooooooooo I REALLY want a Coopster...

Nathan · Sep 12, 2009

3rd in the series...

Getting weirder if you ask me...

[ame="http://www.youtube.com/watch?v=Ox9GnXk7qxc"]YouTube - MINI. Two Untamed. Shine.[/ame]

lilcoopr · Sep 12, 2009

BlimeyCabrio said: ↑

But if you play it backwards, you can see the car. Try it.
Click to expand...

Hilarious!!

old81 · Sep 12, 2009

Remains to be seen what will be unveiled on September 15. I'm thinking the in-ni is better.

nabeshin · Sep 12, 2009

Hey, that third video was the best one yet.

M^Cubed · Sep 13, 2009

I'm defiantly not getting this ad-campaign... Who is it marketed towards?

versus · Sep 13, 2009

I think it's pretty slick. At the very least it'll keep you talking.

TGS91 · Sep 13, 2009

Don't know what it means, can't say I care, but I do know those chick are HOT!

Sideways · Sep 14, 2009

Tomorrow is the Day!!!
What will it hold...Maybe the TWINS will be making a Cameo appearance at the Frankfurt Show...I wonder if the Double Bird is gonna be the next must have MINI Mod???

Nathan · Sep 16, 2009

4th in the series....

[ame="http://www.youtube.com/watch?v=bsejbW9Xxik"]YouTube - MINI. Two Untamed. MINI CoupÃƒÂ© Concept. MINI Roadster Concept.[/ame]

Nathan · Sep 20, 2009

Analysis of the MINI ads....

Do you want to frak this car?

One of the key themes of Carolyn Merchant’s The Death of Nature is the loss of a cultural restraining ethic in our dominant global paradigm, one that limits “progress” and prohibits the over-exploitation of land. Up to the Renaissance it was commonly held in European cultures that it was sinful to plunder Earth. With the scientific and industrial revolutions, that ethic of restraint has become a heresy, in particular if it inhibits capitalism’s primary product, growth. As I write this, though, I see how “growth” is actually a gross misnomer because what “grows” is financialization, and hence disimbedding from the constraints of nature, while simultaneously diminishing the biosphere’s diversity and “budget of flexibility,” to put in Gregory Bateson’s words, which makes ecosystems so resilient to disturbances. Bateson likened the situation to a tightrope walker’s balance pole getting increasingly smaller. We’re on the verge of whittling ours down to the nubs of our hands.

Given this context, we should be weary of popular buzzwords like “unleash.” From the Enlightenment perspective, unleashing the autonomous self on a global scale is a virtue, but from the view of a constraining ecological ethic, “unleashing” is akin to cutting loose the ego pitbull, which has been designed not to cooperate or participate in the cultural commons, but to terrify neighbors and to destroy a sense of community, best expressed by Margaret Thatcher, who said there is “no such thing as society, only individual men and women.” She added, “Economics are the method, but the object is to change the soul” (P. 23 from David Harvey’s Brief History of Neoliberalism (highly recommended!)).

Thus we come to Untamed Two, stand-ins for two new Mini Cooper models (two new *models*, get it?). This is a fairly clear example of the merger between culture and car industries in the current waive of branded entertainment. Gleaning the ad’s imagery and banal disco-pop soundtrack, the images at best a parody of the worst kind of Euro-trash bourgeois aesthetic, “aesthetic” being a kind word given the state of the world.

Part one’s mirror motif is reminiscent of a tale told by Borges. In it he refers to an old Chinese legend about an emperor’s battle against a race of specular beings from the mirror world who had previously lived side-by-side with humans. Upon losing the war with the Yellow Emperor they were banished back to the mirror world, and forced to imitate all our movements. The legend warns that one day the people inside the mirror will return, and we’ll know of their eminent arrival when we hear the clanking of their weapons from behind the mirror. I liken the mirror people to our fractured and shadowed unconsciousness, the disembodied observer self common to people who experience extreme trauma. In our collective Western psyche, with linear perspective and later the Industrial Revolution, we pushed away from our Earthen bodies as we increasingly mass mediated our lives, disembedding ourselves from a grounded and sacred relationship with the Gaia. The mirror world starts to replace the one we evolved in.

McLuhan writes of the Narcissus myth as an allegory for our amputated selves transported into this mirror world. Failing to feel anything in our own bodies, we look to the media to re-stimulate and reawaken our machinated corpses (see Romanyshyn’s Technology as Symptom and Dream for a great discussion of the transformation of our living bodies into corpses, machines, robots and now astronauts). The more we call upon media to awaken us, the more we turn ourselves over to the mediation of our very bodies so as to avoid feeling the pain of the world.

Which brings us to the next two installments of the Mini Cooper ads. In them we see quasi-David Lynch horror edits that jar the nerves, exemplifying how media evolve to make us feel (something), thereby satisfying the viewing public’s increasingly desensitized need for amped-up nerve stimulation, the clawing, animalistic growls an allusion–and nod even–to the repressed animal-being in all of us. Not surprisingly, it’s the “wild” woman–not the rational man who is to buy the car–who invokes in the male gaze a broken mirror of the ancient, “primitive” self. She smashes a pastoral scene with cows, an ironic image given that many believe that it was the domestication of animals and plants that initiated our separation from a holistic connection to the land and each other. So the deeper shadow of our long-lost carnal selves is there, but it’s so twisted and deformed, its benevolent and mutual aid nature has been mutilated beyond recognition.

Unless you pay attention.
Click to expand...

Dr Obnxs · Sep 21, 2009

OMFG!!!!

What poly-syllabic mumbo-jumbo! Why not say that the two chicks represent cars that are similar yet different! Oh, that would be too obvious and short.

On the level that it's in your face, they rise above the noise. Noting the fact that the adds are totally content free, they fail totally at communicating anything usefull.

Oh well, 10 more min of my life I'll never have back...

Matt

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