A steady rain is pouring down here on TCC's Atlanta satellite office, and e-mail inbox reservoirs are filling with a week's worth of press releases. Some are smart, some are snooty, some are silly...and some are just plain ridiculous.
The MINI Umbrella release is soaked with saccharine, not to mention some British-isms that border on obscene to the uninformed ("your new favorite bumbershoot"). They begin by informing us that "an open MINI Motoring Umbrella is decidedly more effective at repelling water than a closed one." You don't say...
It's a shame they're trying so hard to sell something that actually sounds cool and looks typically MINI funky/cute. The collapsible unit, part of MINI's Motoring Gear line, has a six-speed shifter knob for its handle, wind-resistant Teflon coated polyester panels, and is emblazoned with a rainbow of fruit-flavored MINI Coopers. Okay, so maybe it's as subtle as a Warhol-designed muumuu, but MINI enthusiasts are all about standing out in a crowd.
Come on, MINI. Your cars are cute, your umbrella is a hoot. Lay off the drippy prose.