MINI John Cooper Works: Superheroes

Advertising Agency: Black RiverFC, Johannesburg, South Africa
Creative Director: Ahmed Tilly
Art Director: Justin Joshua
Copywriter: Dave Topham
Illustrator: Andree Wallin
Other additional credits: Hilary Simpson
Published: November 2008

9 comments

RDT's picture
RDT
5 pencils

Sorry- the rationale for this was not included when we posted it. It might help to put the ad in context as it will answer some questions:
The ad ran in the Obrigado magazine which is published quarterly. Every edition has a theme which the contributors and advertisers are expected to follow. This edition's theme was Superheroes. On the next page was a very CI driven ad for the John Cooper Works with packshot, logos and all the info, so we could afford to get away without any of that here.

SeanMartin's picture
SeanMartin

Context is all well and good, but it took me a bit of study to figure out exactly what you were saying here. My first hit was "the Cooper can survive anything", and I found myself then looking at the minutae of the illustration -- which means I almost missed the *real* intent: that the superheroes were standing around admiring the Cooper while the city went to hell. That's not a conceptual error but a compositional one that, had it been avoided, would have made for a much stronger ad.

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No, I am not a media buyer.

izmild's picture
izmild
770 pencils

The superheroes car. Is it the message? But city in hell. It can cretae misperception or negative perception to the brand.

Guest commenter's picture
Guest commenter

odd they mixed marvel and DC characters together.

nagini's picture
nagini

Hello.
I must say it took me 5 seconds to read the words and take in the meaning. For me it works! And even made me laugh when I got it. Ok, the figures are small and you have to take in the scenario to understand the concept, but that's the fun of it: having to interpret the thing! Specially if it was published in a magazine, when you have all the time to contemplate the page.

troika02's picture
troika02
212 pencils

wow, so much details. nice artwork.

Guest commenter's picture
Guest commenter

good one

Guest's picture
Guest

One of the best for mini i have seen

Guest's picture
Guest

does anyone one see the golf gti?

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