MINI takes Manhattan.

We did not come thousands of miles without sampling some donuts . although the Krispy Kremes were delicious. We preffered the donuts of the Clubman S variety.

As the US journey has drawn to a close and we have survived uscathed and without breaking the law (our antics were under supervision on a sealed off Brooklyn street).

The campaign aims for the Clubman as the next big thing to happen to the MINI brand More like an extension of the fun factor that distinguishes MINI.
Seen as Tentative to the MINI brand is the extension of typical MINI characteristics of the MINI brand - Wheels @ each corner , agility and response with poise and balance , Emphasis on the fun factor and that awe and excitement you experience in a MINI - a bit like watching that Transformers trailer where you are actually excited so much you wet yourself!

The Campaign captures the MINI brand philosophy. Motion , Image and purpose Although there are concerns that MINI Clubman will dilute the image of the brand these are comments deemed unnecessary.

True the Clubman will feature unique features such as (plug!) unique rear passenger entry , twin rear barn doors and raised roof - MINI Clubman is seen as the Lifestyle MINI not the family MINI - Put your surfboards , snowboards etc It's a more individual choice rather than a choosing a wagon or a compact SUV.

But we also want to retain it is still a MINI and is therefore devout of any hindrance an extended wheelbase might impose but still has the wooohooo factor .

In Part 2 - "Get ze **** away from ze ****** MINI"
Next stop Vancouver.