In an effort to discourage women from applying makeup while driving, MINI Mexico commissioned the 'Misplaced Airbag' campaign. The humorous prank worked to terrify women while they were putting on makeup by simulating a car crash. Ad agency Being Human installed airbags hidden behind soap dispensers in various women's washrooms across Mexico. As unsuspecting women applied makeup in the washroom, the airbags suddenly went off without warning. A message printed on the airbags states "There's a place for everything. Makeup or drive."
While the premise of the campaign is to encourage safer driving, the Misplaced Airbag is also effective in advertising to female drivers. Since women place a large emphasis on safety when purchasing a vehicle, showing that MINI cares goes a long way to branding its vehicles as a safe mode of transportation.