Tag Archives : ZIG ZAG ZUG


collectible of the day: ZIG. ZAG. ZUG. ads

ZIG. ZAG. ZUG. ad (version 2)ZIG. ZAG. ZUG. ad (version 1)MINI USA heavily advertised the MINI Clubman when it launched in March 2008.  The advertising campaign by Butler, Shine, Stern & Partners introduced the terms “ZIG” (MINI Hardtop), “ZAG” (MINI Convertible), and “ZUG” (MINI Clubman).

The first two print ads simply featured those words above the corresponding model.  Attached to the ad under “ZUG” is a removable booklet on the MINI Clubman titled “The Book of ZUG”.

ZIG. ZAG. ZUG. [Version 1]

MINI Cooper (ZIG.) and MINI Cooper S (ZAG.) side-by-side above a detachable MINI Clubman brochure (ZUG.).  Version 1 can be found in these 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 & 125)

ZIG. ZAG. ZUG. [Version 2]

MINI Cooper (ZIG.) above a MINI Cooper S (ZAG.) above a detachable MINI Clubman brochure (ZUG.). Version 2 can be found in these magazine issues:

  • Fader. 52. March 2008. (between pages 80 & 81)
  • Spin. March 2008. (between pages 32 & 33)

collectible of the day: The Book of ZUG

The Book of ZUG
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.