Mini Sticks Up for the Stick in Manual-Transmission Ads | Adweek Mini Sticks Up for the Stick in Manual-Transmission Ads | Adweek
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Mini Sticks Up for the Stick in Manual-Transmission Ads

Here in America, manual transmission is little more than a quirky preference for old-school motorists who make up less than 10 percent of the car-owning masses. But in Europe, standard is still the standard, and Mini is on a mission to cure America of its stick stigma. "Get your shift together" and "Manual up" are the rallying cries in Mini's new ad campaign from Butler, Shine, Stern + Partners, which promotes manual transmission as a way to enjoy better control and better gas mileage. A whopping 34 percent of Mini Hardtops, Clubmans and Convertibles are already ordered with manual transmission, so it's clear the BMW-owned brand is speaking from experience when it stumps for stick. But will a few cleverly written ads be enough to reverse a decades-long decline in three-pedal preference? Check out more ads after the jump, and decide for yourself.





 

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