Mini targets women drivers with new airbag ad

Mini has released a new commercial targeting female drivers who put their make-up on while behind the wheel.
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Under the guise of bringing awareness to the dangers associated with applying make-up when driving a car, the Mini ad shows women in bathrooms applying their make-up being surprised by an airbag being deployed right in front of them.

Attached to the tagline 'There's a place for everything. Make-up or drive', the ad – created for Mini Mexico by Publicis advertising agency – includes unsourced statistics connecting women applying make-up while driving to accident rates of female drivers in Mexico.


While the ad ends with a Mini logo, the video has not been published on Mini’s official YouTube channel.

What do you think of the ad? Is it educational, sexist, or just harmless fun?