CP+B Gets Happy for Mini

ATLANTA Crispin Porter + Bogusky’s latest print and outdoor efforts for BMW’s Mini continue to position the car as an icon while touting aftermarket customizations.

Five “Icon Car” print executions from the Miami shop play off popular television shows and icons from the 1970s and ’80s such as The Partridge Family, Starsky and Hutch, Knightrider and daredevil Evil Knievel.

In one ad, a Mini is painted in bright Mondrian colors. Bill Wright’s copy echoes The Partridge Family: “Let’s get happy, c’mon. Let’s start a band. Let’s hang out in the garage. Let’s toss our drum kit in the back. Let’s run away from groupies. Let’s remember that the family who plays together, stays together. Let’s motor.”

Billboards are carefully placed along city rush-hour routes nationwide to allow drivers to read the text-heavy signs, according to Laura Bowles, vice president and management supervisor at CP+B. While the campaign continues the Woodcliff Lake, N.J., client’s “Let’s Motor” concept, this effort prompts drivers to customize their Minis by paying tribute to classic TV shows and cars, said Bowles. “This is a big push for 2003,” she said.

Wallboards will appear on buildings in New York, Miami and San Francisco. The series of half-page ads, the backbone of the campaign, will run through June in Blender, Automobile, Business 2.O, FHM, Sports Illustrated and Sport Compact Car. Campaign spending was not disclosed.