BMW South Africa in a Controversy Regarding Mini Cooper Advert

BMW SA has been rebuked over an advert campaign that they had put up across Johannesburg. This advertisement of a Mini Cooper was showcased on the outskirts of Soweto. However, its only resemblance to Mini was the car’s outline.

Written below was the tagline stating “drive it like it’s stolen”. Local law enforcement agencies think that this endorses vehicle boosting and glorifies the situation. The location also has a history with Mini Cooper, as two school kids racing in Mini Coopers almost killed four others kids, while seriously injuring two people.

This advertisement is being seen as promoting rash and negligent driving. BMW said that their original billboard was stolen and this catch phrase was added afterwards as a tongue-in-cheek reference to that event. We do not have any official word on the future of the billboard, although, BMW is expected to make a formal announcement soon.

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