MotoringFile has a first look at the new advertising campaign for the new MINI R57 Convertible. If the "ice man" spot is any indication, it is more weird, with less reference to "go-kart" performance, and with more emphasis on the glorification of the shortcomings of convertibles.
Believe us, we have had our share of convertibles and in all of them you can freeze with the top down or easily get ripped off if left unattended due to the easy view into, and access to, the interior of the car. Still, there is nothing like an open top car with a cool breeze at speed and a warm sun, or a warm desert night. However, at some point you realize you want a sturdy car with some performance virtues (we should know, we once owned a '90s Mercury Capri Convertible) and it seems to us that glorification of the shortcomings of convertibles may not be a great way to sell convertibles. But, hey what do we know.
