Posted by: Burth Helm on April 13, 2007
I laughed when I read this New York Times story today about “gay” cars. The whole notion is pretty silly, but I was amused because it reminded me of a conversation I’d had with Mini’s advertising agency last summer (the Mini Cooper, along with the new Volkswagen Beetle, the Mazda MX-5 Miata, and the Subaru Outback were all outed in the story). During that chat, creative directors John Butler and Mike Shine stopped me in my tracks after I referred to the Mini as “cute,” and compared it to the new Beetle. Butler elaborated. “Remember Fight Club?” he said, referencing a scene in which Brad Pitt and Ed Norton savagely beat a Beetle with baseball bats. “In the theater I was in, everybody laughed at that part. We never want Mini to become that Fight Club joke.” “Cute” is verboten.
These guys want a masculine Mini. Just check out their latest ad campaign for Mini, a mock 70’s cop show called “Hammer and Coop.”
So is this an uber-heterosexual throwback? Or exquisite gay camp? It’s masculine, anyway. Gay car or not, they’ve found a way to please everybody.*
*Except for Kiley, who explains why he hates this campaign here.