Tag Archives : spy kit


collectible of the day: adventure toggle switches

adventure toggle switches
adventure toggle switches card
The insiders campaign by Butler, Shine, Stern & Partners included a black box spy kit sent to MINI owners and a series of three secret print ads for MINI owners which required the use of the spy kit items to decode the secret messages.  When decoded, the second print ad allowed one to order the free Adventure Toggle Switches shown above.  This was a plastic template that fit over the bank of toggles to create new functions.


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.