APL’s saucy Mini spot links car to penis size

Ammirati Puris Lintas has created a cheeky cinema ad for the Mini based on the adage that men who drive flashy cars have small willies.

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.


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