With the launch of its new Coupe, Mini is pushing ahead with its "Manualhood" marketing campaign, with a campy but labored video, styled after a 1950s public service announcement.
The idea is great, the execution creaky, with only flashes of the SNL irreverence that would have really made it work. I'd love to see the out-takes, it'd be very smart to leak those. Otherwise, somebody is going to youtube a version with an alternate soundtrack, which will probably go viral.
This video feels like it was OK'd by people who remember the old PSAs, instead of hipsters who have no exact recollections and filter the idea through their own, much edgier realities. C-minus, gentlemen, do more homework (though I did love the teacher's parting shot "Peterson, have your mother call me.")
Titled “Becoming a Manual” the PSA outlines that this is an important stage in growing up. “Manualhood is when your body is craving more exhiliaration than an automatic can provide,” explains the gym teacher. Surely there's a better double-entendre than that? "The most fun you can have by yourself —really."
Suitably creaky, the video highlights the advantages to driving stick, like improved fuel, heightened driving enjoyment and a lower price. It even explains just how easy operating a clutch-and-paddle transmission is.
In case you don't get it, Mini has also provided a “Becoming a Manual” handbook, which you can download from the brand’s Facebook page. —Paul Duchene
Check out the video here: http://www.youtube.com/watch?v=q4-mOcRN90U
