MINI USA’s partner advertising agency, Butler, Shine, Stern & Partners, created the award-winning “ZIG. ZAG. ZUG.” ad campaign for the launch of MINI’s third model, the MINI Clubman. The term ZIG was applied to the hardtop MINI, ZAG to the MINI Convertible, and ZUG to the MINI Clubman. In the advertising brochure The Book of ZUG, the term ZUG is imagined as a philosophy of being different, if not outright odd.
The Book of ZUG was attached to the print ad in the following magazine issues:
- Anthem. No. 33. Masculine/Feminine 2008. (between pages 34 & 35)
- Automobile. Vol. 60, No. 3. March 2008. (between pages 92 & 93)
- Esquire. Vol. 149. No. 4. April 2008. (between pages 76 & 77)
- Motor Trend. March 2008. (between pages 124 &n125)
Download The Book of ZUG.