Mini USA is skipping the New York Auto Show—but not quietly.
With help from Goodby Silverstein & Partners, the brand launched a plucky outdoor campaign riffing on rival car brands’ iconic taglines.
Billboards around the Javits Center feature lines like “’ELLO, JEEP PEOPLE. There’s only ever been one street-legal go-kart,” playfully poking at Jeep’s “There’s Only One.”
Other ads take on Mercedes, Ford, and Porsche in the same irreverent tone.
Full-page New York Times ads and billboards in key cities reinforce Mini’s challenger spirit.
