A Mini ad atop the gas pumps

Minicooper_3Has anyone seen this new ad for the Mini Cooper? The one placed right above the gas pumps? Even though we’ve all learned to expect the unexpected from Crispin, Porter + Bogusky—whether we like what the agency is up to or not—I was kinda surprised to see a little Mini ad the other day in the underutilized ad space atop the gas pumps, urging me to celebrate “Co-Pilot Appreciation Day” by buying anyone riding with me something from the convenience store. (I think the copy suggested a salty snack or a cassette featuring country hits of the ‘80s.) I’d give the ad a “B” for content and an “A” for media placement. Talk about your captive audience: you’re there, pumping gas and trying to avoid looking at how much money it’s costing you, so instead you find yourself reading this amusing little ad.

—Posted by Catharine P. Taylor