---
title: "Mini’s New AI Marketing Campaign Is Straight Out of ‘Black Mirror’"
date: "2023-07-14"
modified: "2023-07-14"
authors:
  - name: "Chris Tsui"
    job_title: "Contributor"
    link: "https://www.thedrive.com/authors/chris-tsui"
url: "https://www.thedrive.com/news/minis-new-ai-marketing-campaign-is-straight-out-of-black-mirror"
categories:
  - "Mini News"
  - "News"
  - "News by Brand"
tags:
  - "MINI"
---

# Mini’s New AI Marketing Campaign Is Straight Out of ‘Black Mirror’

![](<https://www.thedrive.com/wp-content/uploads/2023/07/14/PR_MINILOGUE_Exp.jpg>)
*Mini*

Further solidifying the reputation most marketing majors have of being utterly unable to read a room, Mini's crack ad team has cooked up a new campaign in which the company [captures your face](<https://www.youtube.com/shorts/grSOi3fvMfk>) and voice, and then uses AI to generate a version of you who is, like, suspiciously enthusiastic about buying a new electric Mini.

It's being dubbed "Trust Your Inner Mini-Logue"—*yeah*—and the AI tool is [available here on Mini's U.S. website](<https://www.miniusa.com/minilogue.html>).

![](<https://www.thedrive.com/wp-content/uploads/2023/07/14/PR_MINILOGUE_Walkthru.jpg>)
**Mini**

"Better than any car salesman or dealership, the most persuasive voice in a car buying journey is inside the customer’s own head," reads Mini's press release. "To juxtapose the often serious and practical mindset that comes with purchasing a new vehicle, the 'Trust Your Inner Mini-Logue' campaign aims to cater to that fun-loving, thrill-seeking and self-indulgent voice that lives in all of us."

You cannot make this up.

The cherry on top of this late-stage capitalist nightmare is, of course, the sight of "yourself" spewing trite, [r/HailCorporate](<https://www.reddit.com/r/HailCorporate/>) cringe like this:

https://youtu.be/C05MiR2pkqk

All this is happening just as the Screen Actors Guild walks off the job partly in response to a *Black Mirror*-esque proposal from Hollywood studios that would see [background extras have their likeness captured and used for AI-generated performances *in perpetuity* in exchange for a single day's pay](<https://www.vanityfair.com/hollywood/2023/07/sag-aftra-strike-studios-ai-proposal-sounds-like-black-mirror-right>). An idea presumably brought to you by the same MBAs who watched *Squid Game*, completely missed the point, and unironically thought, ["We should do that for realsies."](<https://www.polygon.com/23762318/squid-game-reality-show-the-challenge-netflix-trailer>)

Evidently, some of their classmates ended up in Mini's marketing department because this "Mini-Logue" thing is not good. Outside of the problematic-adjacent AI-privacy aspect, the very notion that no one can convince you to buy a Mini better than you can is patently hilarious if you actually think about it for, like, more than three seconds.

In short, I award this no points, and may God have mercy on our souls.

*Got a tip or question for the author? You can reach him here: chris.tsui@thedrive.com*

## Author
Chris Tsui is *The Drive*'s former Reviews Editor and current freelance automotive journalist. He's based in Toronto.

### Author social links  
[Instagram](<https://www.instagram.com/cltsuii/>)