While everyone is talking about 1 or 2 mile per gallon differences in fuel economy, MINI decided to put a different spin on the fuel economy message with this odd TV spot from Canada done by agency Taxi 2 in Toronto.
What I personally like is the ad is far more memorable than flashing a MPG rating next to some sheet-metal. It conveys the MINI is a fuel efficient car. Sure the MINI isn't the most fuel efficient and yes there are bigger cars with betting MPG ratings. Here the marketing team probably realized they couldn't impress with a big MPG number, so why not make the message more emotional, more interesting -- appeal to the benefit of great fuel economy.
Nicely done, even if it is a bit disturbing.