United States — October 2025. This Halloween, MINI is dressing up in the scariest costume it could think of: a Waymo. The brand’s new campaign, titled “Elloween”, brings MINI’s trademark humor to the streets, turning the conversation about driverless cars into a tongue-in-cheek celebration of the joy of driving yourself.
When driving yourself is still the real treat
“Nothing is scarier than ghosting on driving,” says Kate Alini, Head of Marketing, Product, and Strategy at MINI USA. “In a world moving towards driverless cars, MINI is using its iconic humor to show that driving a MINI yourself is way more fun than getting chauffeured by a ghost.”
OOH and wild postings haunt key U.S. cities
The campaign, created by Goodby Silverstein & Partners (GS&P), takes over digital OOH and wild postings in San Francisco, Atlanta, and Los Angeles — all hotspots for autonomous vehicle testing. Through cheeky visuals and clever copy, MINI reminds passersby that hands-on driving never goes out of style.
The ghost car comes alive in Los Angeles
As a centerpiece stunt, a ghost car MINI will roam the streets of LA on Halloween night — an interactive trick that doubles as a treat. It’s set to be the star of the season’s costume party, blending playful mischief with the brand’s driving-is-believing philosophy.
MINI’s humor drives through every medium
Beyond OOH, the brand’s social media presence @MINIUSA keeps the jokes rolling with wink-to-camera posts about “ghosting on driving.” The integrated campaign reminds audiences that in an era of automation and algorithms, some pleasures — like the feel of the steering wheel — can’t be replaced by code.
“Elloween” cements MINI’s position as the car brand that refuses to lose its soul — or its sense of humor. Even dressed up as a Waymo, it’s still the most fun you can have on four wheels.
FAQs about this campaign
What is MINI’s ‘Elloween’ campaign about?
A Halloween stunt where MINI humorously dresses up as a Waymo to celebrate the joy of driving yourself instead of being chauffeured by a ‘ghost car’.
Who created the campaign?
The campaign was developed by Goodby Silverstein & Partners (GS&P) for MINI USA.
Where is the campaign taking place?
The activation appears across San Francisco, Atlanta, and Los Angeles—cities known for their Waymo presence.
What’s the main OOH activation?
A combination of digital OOH, wild postings, and a live stunt: a ghost car MINI haunting LA streets on Halloween night.
Why is it called ‘Elloween’?
It’s MINI’s playful twist on Halloween, emphasizing humor, creativity, and the spirit of driving fun.
What’s the core message?
Even in an era of autonomous vehicles, MINI believes that driving yourself remains the ultimate treat.
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