MINI puts on ‘Waymo’ clothes and trolls self-driving tech
Nothing is scarier than ghosting on driving.
This Halloween, MINI USA decided to face the biggest horror it’s ever seen: autonomous driving. The British automaker jokingly dresses up a “Waymo” costume, reminding everyone that nothing beats the thrill of driving.
The “Elloween” campaign, created by Goodby Silverstein & Partners (GS&P), is rolling out in Los Angeles, San Francisco and Atlanta – three cities known for their abundance of Waymo vehicles.
Digital billboards and zany posts are reminiscent of MINI’s mischievous Halloween costumes, while the MINI USA account features mischievous social media posts that further reinforce the idea that autonomous technology could be the real ghost story of the season.
Nothing is scarier than ghosting on driving,” says MINI USA’s head of marketing, product and strategy, Kate Alini, explaining that the campaign plays on the cultural shift toward automation. The idea is that as the world leans further into driverless technology, MINI stands firm in celebrating the joy of human connection behind the wheel.
This year, MINI isn’t just haunting the roads. It’s haunting the conversation about what it means to actually drive.
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