July 14, 2007:

‘Ave a word

Julie reminded me recently of a UK “viral” advertising campaign that ran when the MINI Cooper S with JCW GP Kit was first released, called ‘Ave a word .. a “british pseudo-thug” threatens you that you’re not “man enough” to drive the GP, then asks you to “dish the dirt” on someone you know that might not be man enough! Amusing, since Julie is driving a GP today!

Anyway, the original website is no longer available, but the advert is still mirrored here by Glue London, that created the campaign - they have this write-up too:
We created this ambitious and unique viral ad for MINI to tie in with the launch of the new MINI Cooper S with JCW GP Kit, one of the leanest, meanest and toughest MINI ever …
With tongue firmly in cheek the concept for the viral centres around the idea that men aren’t real men anymore due to the rise of the metrosexual. Users are asked to visit the website aveaword.com where they can nominate friends who may be demonstrating unmanly characteristics. The unsuspecting
friend then receives a personalised email from their friend advising them that ’someone wants to ave a little word’. At the website they get a personal video message from a hard bloke with a blunt and scarily knowledgeable message for all men who appear to have forgotten just who they are…

(in case the mirror is ever taken down, I’ve also mirrored it on GPMINI.net, as well as the PDF write-up)