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MINI Gets Weird With The Paceman: 'Street Attitude'

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MINI calls it "Not Normal." We've been known to call it "creepy." Wherever it lands on your personal spectrum, MINI's ad flavor is definitely unusual. The latest, for the new Paceman, is called "Street Attitude".

Showing a guy that's in a hurry to grab some vinyl, pick up dinner, and flash his girlfriend--with his lights--as he pulls into his living room/garage, we're not entirely sure what's going on here. Par for the course with MINI.

Three versions of the ad are offered, with the one above being the first alternate. The primary ad (below) features a run-in at an intersection with another Paceman--later revealed to be the first driver's bird-flipping girlfriend. Not that it's the first time MINI has flipped us the bird.

The third version (below, at bottom) ends with a much lonelier scene: the poor driver using his Paceman to start his record player as he eats dinner alone on the couch. Sad.

So what do you think of these ad spots? Is MINI out in left field again, or do they resonate with you? If so, could you please tell us what sort of person you are, because we still can't figure out who the typical Paceman buyer is. Thanks.

 

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