Mini's Best Test Drive Shows Amazing Insight

Mini's latest ad is based on the idea of creating the "Best Test Drive Ever", and seems to be centered around one of the better insights a car company has identified recently. Although we can only guess as to the actual insight that Mini chose to work with, working with the commercial's content can help us make a good assumption.

The first part of the brand positioning statement that I recognized were the brand qualities. Fun, quirky, alternative and energetic were all central adjectives that the commercial expressed, but maybe the most important one was passionate. Whether it was the fans guiding the car down the runway or the rock band on stage at the end, it was clear that everything associated with the brand was passionate. This helps us get at the insight; which I think is that Mini is designed for a special kind of person. Not only do they embody the qualities from the commercial, but they want their car to have a special spunk and personality. It blends high performance with funky styling, because a Mini driver is exactly that paradox; the popular nerd.

Mini finishes the commercial by reviewing their checklist their initial, and now completed, checklist. It is  the reason to believe that Mini has offered the best test drive ever, and also the reason to believe that Mini is the popular nerd that they claim to be. I think this commercial is a direct reflection of Mini's brand positioning statement, and both are brilliantly executed.