Astonishingly offensive billboard: Worker falling off scaffold to sell Minis
AdRants spotted this billboard featuring a dummy worker falling from a scaffold on Hudsont Street in New York City, near the entrance to Holland Tunnel.
This billboard suggests a tagline: Mini...Lucky you don't work for a living. (Large View.)
I mean no disrespect to Mini drivers, or the automobile itself. This particular billboard doesn't reflect anything except the sick need of some creative director to win awards from his or her dipshit peers. It has no point other than to attract attention, it doesn't even communicate the core brand idea of the new Mini as a small, stylish sports car that offers city dwellers high performance at a relatively affordable price.
Maybe this is deliberate. Perhaps the marketers felt that the Mini brand needed some yuppification to distinguish it from the utilitarian Mr. Bean-style minis of yesteryear.
Putting this billboard up in New York is the height of bad taste, considering the City's recent spate of scaffold-related deaths.
You can see the full collection of Mini outdoor ads--featuring near-life size model Minis being suspended, encased, or otherwise positioned to emphasize the car's diminutive proportions and superior performance. The other ads in the campaign are as good as anything the debased sub-speciality of outdoor advertising has to offer. I don't know what went wrong with the falling worker ad.