# Naughty Auto Ads The S & M Mini Cooper Billboard Makes Me Want to Say the Safe Word By Michael Hines | Published 2010-04-23 | Naughty Source: Trend Hunter, https://www.trendhunter.com/trends/s-m-mini-cooper-billboard References: [autoblog](http://www.autoblog.com/2010/04/21/video-mini-gets-naughty-with-new-billboard-in-germany/) & [miniusa](http://miniusa.com/#/MINIUSA.COM-m) The S&M Mini Cooper Billboard has tapped into interests I never knew I had. This cheeky billboard in Hamburg, Germany proves that [Mini owners](https://www.trendhunter.com/trends/mini-paul-smith-edition) really do have more fun. Let’s get physical. The S&M Mini Cooper Billboard would never fly in the States. Mini has put out a secret “safe word” which, when texted, will make the billboard whip the Mini. The Mini will then honk its horn in delight or pain, depending on how you view being whipped. Check out the video to see this awesomeness in action. Mini is taking advertising to a [painful new level](https://www.trendhunter.com/trends/outdoor-advertising-campaign). I’m down—depending on who is doing the whipping. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 7% | Activity: 87% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Naughty](https://www.trendhunter.com/naughty) ## Key Themes ### What Makes This Trend Stand Out - **Interactive Billboards:** The S&M Mini Cooper Billboard's interactive feature demonstrates the potential for billboards to engage and interact with viewers. - **Brands Pushing Boundaries:** Mini's edgy and provocative billboard shows how brands can push boundaries and challenge norms to capture attention. - **Personalized Advertising:** The use of a secret 'safe word' that triggers a specific response from the billboard highlights the potential for personalized advertising experiences. ### Sectors Adopting This - **Automotive:** The S&M Mini Cooper Billboard showcases how automotive companies can leverage innovative and attention-grabbing advertising campaigns. - **Advertising:** The billboard serves as an example of how the advertising industry can explore unconventional approaches to engage consumers and create memorable experiences. - **Technology:** The interactive element of the billboard suggests opportunities for technology companies to develop solutions that enhance the interactivity and engagement of out-of-home advertising. ## Related on Trend Hunter - [Peeling Cheese Packaging Billboards](https://www.trendhunter.com/trends/babybel-billboard.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [Unconventional Vehicle Control Ads](https://www.trendhunter.com/trends/heart-of-joy.md) - [Miniature Billboard Ads](https://www.trendhunter.com/trends/mini-media.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md) - [Reimagined Compact EVs](https://www.trendhunter.com/trends/compact-ev.md) - [Ketchup Dispenser Billboards](https://www.trendhunter.com/trends/smack-for-heinz.md) - [Autocorrect Sexual Health Campaigns](https://www.trendhunter.com/trends/mrm-ny.md) - [Interactive Garment Billboards](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood.md)