collectible of the day: secret print ads for MINI owners


To go along with the MINI insiders campaign by Butler, Shine, Stern & Partners, MINI USA created a series of print ads with secret messages that could only be read by MINI owners with the black box spy kit. The three ads shown above are:

ATTENTION MINI OWNERS: Useway ouryay agicmay indowway ecryptorday.

MINI ad containing a secret message decoded with the decryptor from the black box.

  • Blender. August 2006.
  • Business 2.0. August 2006.
  • Maxim. August 2006.
  • MC². Issue No. 4. September-October, 2006. (page 12)
  • The New Yorker. July 17, 2006.
  • Sports Illustrated. July 31, 2006.
  • Swindle. August/September 2006.

MINI OWNERS: USE YOUR DECODER.
Non MINI owners: get your complimentary decoder with the purchase of any MINI. LET’S MOTOR.®

MINI ad containing a secret message decoded with the decoder from the black box.

  • Business 2.0. October 2006.
  • Car and Driver. October 2006. (page 21)
  • Fast Company. October 2006. (page 10)
  • MC². Issue No. 5. November-December, 2006. (page 8)
  • The New Yorker. October 9, 2006. (page 25)
  • Rolling Stone. October 5, 2006. (page 47)
  • Spin. October 2006. (inside back cover)

TURN THE PAGE. NOTHING TO SEE HERE.
THIS ISN’T A SECRET AD THAT ONLY MINI OWNERS CAN READ.

MINI ad containing a secret message decoded with the glasses from the black box.

  • ESPN The Magazine. December 4, 2006. (page 51)
  • MC². Issue No. 6. January-February, 2007. (page 8)
  • Men’s Health. December 2006. (page 45)
  • Rolling Stone. November 30, 2006.
  • Swindle. December/January 2007.