"Another execution in the ‘MINI adventure' campaign, whereby the user controls the car in order to obliterate an obvious parody of the MSN Web site. The results of the car interacting with the various elements on the page—for example shattering the glass, ‘kicking' the soccer ball or scaring two people away—are entertaining, albeit a little contrived. There's an all too familiar feel that this has been done before. However, cut the car some slack, as its cheeky and light-hearted brand persona has enough equity in the bank to get away with this little spree."
--Joseph Jaffe, Editor-at-Large
"The MINI commercial execution was beautifully done, and offered a fun diversion to the viewer. Play action was quite good, and the instructions to follow were simple and clear. On the downside, branding for the product was inadequate and there was no consumer claim offered, unless the point they were trying to make was that the MINI was ‘cute'... and perhaps that is their underlying sales proposition. The game also loaded slowly, which would probably result in a higher click-out rate for the ad."
--Neil Perry, Marketing Consultant
"The unit is certainly in line with the overall image of the campaign for the MINI Cooper. It is fun, irreverent, and truly takes advantage of the interactive nature of the Internet. It provides a different experience with each use, further cementing the awareness and perception of the brand in the user's mind. Yet it would benefit from a viral component where the user could send the challenge to a friend and see who could ‘obliterate' more of the page or even to offer sites the opportunity to place the unit on their site for fun."
--Cory Treffiletti, VP Media & Client Services, Carat Interactive
