Mini Cooper

I came across this advertisement for the new Mini-Cooper a couple of months ago while visiting NYC.  Unfortunately online this picture really doesn't do this advertisement justice.  BUT, would you believe me if I told you that a REAL car was actually used?!?! I'm serious.  I couldn't believe my eyes at first but I happened to look up and remember saying to my mom "Oh my god look a real car!" This advertisement really caught my attention first and foremost because of its uniqueness.  There were several design features that brought this to my attention as well.  

1. Color - Visuals are always better with color.  Color is also a great tool to use when you want to grab someone's attention.  The color red is associated with terms such as : bold and powerful.  I think both of these words describe what the mini-cooper is all about.  In addition, red is a warm color which when it comes to design means that it will help make something pop and look as though it is coming towards you.  This was a great technique to use especially in such a busy city such as New York where you are constantly distracted by so many things.
2. Light and Dark - The background helped create depth and movement.  The simplicity of the design and color choice make it seem as though the car is moving. 

 In terms of the type used I was not too impressed.  I personally felt that it was a bit boring and didn't stand out.  Perhaps that was the intention?  I would say they meant for you to first be drawn to the car and then look below to see what the advertisement was all about.  The large and bold type helped set a tone for the advertisement.  In this case it sends a message of confidence, assertiveness and power.  The placement of the type seems to work well too.  The letters are very tightly spaced.  Spacing the letters slightly would have worked better because it would have allowed the lines to breathe more.