Ammirati Puris Lintas has created a cheeky cinema ad for the Mini
based on the adage that men who drive flashy cars have small
The 50-second cinema film, entitled ’gameshow’, is the first commercial
to back the cult pintsize car in a decade. In recent years, the brand
has been supported solely with print advertising.
The film is set behind the scenes in the studio of a tacky television
gameshow entitled Grin and Bare It. The camera points at the backs of
four men facing the audience. The men are naked except for a small pair
of curtains covering their private parts.
The aim of Grin and Bare It is for a contestant to guess the car that
fits the willy. The film opens with an upfront female compere
introducing the next contestant, a coy woman called Helen who admits to
being a little nervous. ’Let’s tug that tassel!’ the compere shouts
She pulls the cord of the first man’s curtains to reveal his
’Porsche 911 Carerra?’ Helen asks, tentatively. The man flips over the
card he’s holding - and she’s right. The audience cheers and
Helen is now into her stride and ploughs down the line of men correctly
guessing a Volvo Estate (with twin airbags) and a Ferrari Testarossa
(she gives a little sneer as she peers through this man’s curtain: what
she sees is clearly unimpressive).
Finally, she reaches the last man. As his curtain slides open, there is
total silence. Even the camera man and the programme editor look
The entire audience gasps in admiration. The screen goes blank and a
Mini logo comes thumping in.
’Gameshow’ was art directed by Jason Lawes and written by Sam
The film was directed by Paul Gay through Outsider. Media buying is
through Zenith Media with media planning through APL.
Steve Robertson, Mini’s brand manager, said: ’Mini is a truly fantastic
brand and this commercial represents the fun, energy and irreverence
that is uniquely Mini.’
APL won a silver lion at Cannes in 1996 for its Mini press work. The ads
featured the model, Valentina Contanto, wearing the cars as mini
The ads were shot by Frank Herholt. Recent Mini press work has featured
drivers with customised cars.