Ammirati Puris Lintas has unveiled its 1997 press ads for the Mini at
the Motor Show.
The ads continue the strategy of positioning the Mini as a fashion
accessory and will run initially only at the Motor Show, but will be
extended to press next year.
One execution shows two Minis placed as shoes in a shoe-box wrapped in
tissue paper, with the strapline: ‘Slip into something stylish’. Another
depicts a Mini in a bowling bag, with the strapline: ‘Come and try a new
sport’, and a third execution shows a green Mini in a velvet ring-case,
with a spotlight shining on it with the line: ‘Treat yourself to a
Each poster directs you to the Mini stand at the Motor Show. The ads
were written by Gregg Harper, art directed by Geoff Dodd and
photographed by Ed Lee.
Charlie Bowman, account director at Ammirati Puris Lintas, said: ‘It’s
important that the Mini is seen in young and funky company, and we hope
the ads convey this. Until we find out next year’s budget, we don’t know
where the ads will be running.’
Recent investment in the Mini by Rover has resulted in the development
of new accessories and an improvement of the car’s engine.