collectible of the day: first MINI ads in the US


LET'S BURN THE MAPS. ad
Exactly nine years ago today the first MINI ads in the US appeared in the August 20, 2001 issue of AutoWeek magazine.  There was actually a series of three half-page ads on consecutive odd-numbered pages.

Page 5 had (pictured right):

LET’S BURN THE MAPS. Let’s get lost. Let’s turn right when we should turn left. Let’s read fewer car ads and more travel ads. Let’s not be back in ten minutes. Let’s hold out until the next rest stop. Let’s eat when hungry. Let’s drink when thirsty. Let’s break routines, but not make a routine of it. LET’S MOTOR.

Page 7 had (pictured below left):

LET’S PUT AWAY THE MIDDLE FINGER. Let’s lay off the horn. Let’s volunteer jumper cables. Let’s pay a stranger’s toll. Let’s be considerate of cyclists. Let’s keep in mind automobiles were created to advance civilization. And for crying out loud, let’s remember to turn off those blinkers. LET’S MOTOR.

Page 9 had (pictured below right):

LET’S SIP, NOT GUZZLE. Let’s leave the off road vehicles off road. Let’s stop pretending we live in the jungle. Let’s stop intimidating each other. Let’s not use the size of our vehicle to compensate for other shortcomings. Let’s reclaim our garage space. Let’s be nimble. Let’s be quick. Let’s be honest. LET’S MOTOR.

LET'S PUT AWAY THE MIDDLE FINGER. ad

LET'S SIP, NOT GUZZLE. ad

The ads can be found in AutoWeek. Vol. 51, No. 35. August 20, 2001.