Advertisement

Hut River

Campaign
Agency Network: 
Published/Aired: 
September 2012
Mini:  Hut River
Mini Print Ad -  Hut River

Also From This Campaign 2

Description

Print advertisement created by Y&R, Brazil for Mini, within the category: Automotive.

Caption

MiniCountryman.
Getaway.

Advertising Agency: Y&R, São Paulo, Brazil
Chief Creative Director: Rui Branquinho
Creative Directors: Rui Branquinho, Flavio Casarotti, Wilson Mateos
Copywriter: Roberto Kilciauskas
Art Directors: Kleyton Mourão, Cleber Almeida
Planner: Clarissa Melo
Client Team Director: Gabriela Alencar
Photographers: Marco Cezar, Getty Images
Illustrator: Marco Cezar
Print Producers: Elaine Carvalho, Rodrigo Cassino
Account managers: Evandro Soares, Vivianne Brafmann
Art-Buyer: Monica Beretta
Me­dia: Elenice Galera
Log in to post comments

Highest Rated

Spanky's picture

Something tells me this team had an idea for Land Rover they couldn't sell. So they recycled it for Mini. Because this would work for Land Rover. Not even close for Mini Cooper. The Countryman can't handle much more than a dirt road. No way it's driving in and out of this.

Spanky
Activity Score 4899
Other
jackmancer2017's picture

Ehhh, not sure what to think of this. What does this luxurious tent tell me about the car?

jackmancer2017
Activity Score 6992
Copywriter at Editor/Student
matitarrie's picture

Siento que me estoy perdiendo de algo. i don´t get it, i think...

matitarrie
Activity Score 24
adadict's picture

I think the idea is that a typical mini owner, is by definition urban and sophisticated, so even in a getaway he/she will never abandoned a sense of style. Even though the tent is just a provisional shelter to camp in the outdoors, it looks like a house from Dwell magazine or any modern architecture magazine.

adadict
Activity Score 49
Art Director
Barbara O.'s picture

Thanks for that explanation. it did clarify the visual cos I was not quite sure of it at first

Barbara O.
Activity Score 211
Barbara & 1923 |

Barbara O.

mmackinven's picture

Glamping.

The executions are too similar, could have gone 2 or 3 different ways with this idea.

mmackinven
Activity Score 1608
Art Director at Freelance |

www.mackphotography.co.nz

advertising ninja's picture

nice idea, wrong client.

advertising ninja
Activity Score 616
Art Director at brain, warsaw
ItMatters's picture

I do like it.

ItMatters
Activity Score 2167
walter.s's picture

interesting. I like it.

walter.s
Activity Score 30
lezy's picture

liked it.

lezy
Activity Score 377
Spanky's picture

Something tells me this team had an idea for Land Rover they couldn't sell. So they recycled it for Mini. Because this would work for Land Rover. Not even close for Mini Cooper. The Countryman can't handle much more than a dirt road. No way it's driving in and out of this.

Spanky
Activity Score 4899
Other
Subesh Bajracharya's picture

can plz any one tell me about the idea i dont get the meaning of this concept

Subesh Bajracharya
Activity Score 4
Graphic Designer
vote4pedro's picture

I think what they're trying to say is that the Countryman is a nicer way to get out in nature. It doesn't work for me because the Countryman isn't a capable SUV. There's no way it could reach the places in these ads. And it's not very nice. The interior isn't particularly luxurious.

Another possible interpretation is that it has more room inside. you would expect it to be cramped like a tent, but it feels like a house. If that's what they intended, you have to jump through a lot of mental hoops to get there. Either way, the meaning isn't very clear.

vote4pedro
Activity Score 4601
Copywriter
Subesh Bajracharya's picture

can plz any one tell me about the idea i dont get the meaning of this concept

Subesh Bajracharya
Activity Score 4
Graphic Designer
Nurse Bell's picture

Unless you have a tent fetish, this campaign has no real idea behind it.

Nurse Bell
Activity Score 156
BernbachOnRoids's picture

"The best ad is a good product" - Alan H Meyer

Now I'm not sure who the hell Alan H Meyer is? Wikipedia says something about South African badminton championship?(Legend!) But whoever this genius is, he's right!
There is a reason this quote has been following me round like a crack ho in the early hours of Sunday morning. It's actually plastered, not like the crack ho, on the wall of our agency. WHAT WHERE MINI THINKING!! Yes I did it, I used two exclamation marks. It was necessary. Really, I think the clue that this was a bad idea was in the name Mini. Why is it that every car nowadays is the small large car. Feels and runs like a motorbike but has enough space to take the Christian family next door with 12 kids to church on Sunday. Que clever perspective angle shot. Wow aren't we clever. The best of both worlds!

I don't blame these guys for making a semi-crap, lets answer the brief in the best way we can ad. I don't blame the ad agency, Rui, Flavio, Wilson, it's not your fault. No, No...It's not your Fault...Iiiiiit's nooooot your Fauuuult. http://www.youtube.com/watch?v=GtkST5-ZFHw.

Who the hell came up with the idea to produce a normal sized not so mini Mini. The pretends to be a 4x4. A poser 4x4 in a poser mini. Maybe they are trying to capture the poser market?

These guys have actually met the brief, they've actually smashed it out the park. Look how much we can fit in this itsy bitsy car. I would love to see the making of this ad. How the hell did they get the Minicamper there. Must have been post production. Also how long would it take to put up a tent that big. Considering that in reality with a tent that big only one person could fit in the car. They've killed mini, they given it an identity crises.

I don't know how to judge this ad, and who am I to judge. I've come up with some stupid ideas in my time.That's why the crack ho's follow me around. I'm just glad I didn't come up with this one.(the car) Because this one is going to go down in history.(the car, not the ad)

BernbachOnRoids
Activity Score 77
robthelad's picture

I think it's all about space, but having owned a mini, there's no space to speak of.

robthelad
Activity Score 120
Copywriter at Mobious Ltd & Rare Bit Ltd
Advertisement
Featured Content

Latest Collections

Advertisement
Advertisement