By David Farrier
For as long as there have been cars, there have been car commercials.
While many of them feature rocking soundtracks, Mini has decided to make the car itself the soundtrack.
In what looks like an episode of Pimp My Ride gone wrong, hundreds of harmonicas were stuck to a Mini. It is the basis of a new ad campaign, that started out as a fairly simple idea; what would happen if we covered a car in harmonicas?
The idea didn’t really develop much from there.
To avoid any harmonica-related roading madness, the team made sure they ticked off the safety checklist.
“Are they going to stay stuck on? Because you don’t want them falling off. As musically interesting as that may be, it’s not the best,” says Draft FCB advertising agency spokesman Chris Schofield.
Today, 3 News took the Mini – covered in 330 harmonicas – for a spin.
The verdict? It’s loud.
Mini say they hope the ad they make with the ‘carmonica’, or ‘harmonicar’, will go viral – and sell Minis.
3 News