'Beefy' Mini uses horsemeat ad  23 | 02 | 2013

IT WAS ONLY A matter of time before one of the mainstream car manufacturers used the current horsemeat scandal as an advertising line: and Mini has been the one brave enough to go for it.

Its latest tongue-in-cheek press ad for the John Cooper Works Roadster uses the strapline: "Beef. With a lot of horses hidden in it."

Ok, it may not be to everyone's taste, but the ad, created by iris Worldwide — after it won Mini’s ad account in December last year from WCRS — has certainly generated global coverage.

The ad was written by Shaun Mcilrath, iris Worldwide's executive creative director, while Adam Robinson worked as the designer on it.

The ad clearly plays on the perceived beefy looks of the Mini JCW Roadster and highlights the car's 211 horsepower.

Mini to be built in Holland

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Jim McGill