MINI — Print
MINI runs a lot of print ads, and they made me write most of them.
CBS Watch — For Moms
Moms like SUVs. MINI does not make SUVs. So we introduced a strawman.
Motor Trend — For Gearheads
This ran alongside an article declaring that SUVs and trucks have killed the small car.
MINI has a racing heritage. Try getting that from a Silverado.
Institute of Contemporary Art — For Designers
MINI sponsors art museums across the country. Really, they just want to be part of the exhibit.