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Mini's name—and signature characteristic—is an asset or a fault, depending on who you ask. Great for city parking. Not great for hauling lumber. Tiny and cute. Not towering and impressive.
Now, in a new spot, the automaker's agency, Butler, Shine, Stern & Partners—which recently kept the business after a mandatory review—is playing up the vehicle's diminutive stature with an attitude-driven, Olympics-themed montage about the upside of being outsized by the competition. "Small is a long shot.