MINI’s Halloween Trick: The Ghost Car That’s Haunting Cities

[DimON]

This Halloween, MINI is pulling off one of its cheekiest stunts yet—by dressing up as the one thing it considers truly terrifying: a Waymo.

MINI’s latest campaign takes aim at the rise of driverless cars, wrapping its own in the livery of an autonomous Waymo to create what it calls the “scariest costume imaginable.” The stunt is part of a Halloween activation created by Goodby Silverstein & Partners (GS&P) titled Elloween, rolling out across Los Angeles, San Francisco, and Atlanta with digital billboards, wild postings, and social content that perfectly blend MINI’s wit with its message: driving yourself is way more fun than being chauffeured by a ghost.

“Nothing is scarier than ghosting on driving,” said 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.”

To bring the idea to life, GS&P is unleashing an actual “ghost car” MINI on the streets of LA this Halloween—a tongue-in-cheek jab at the autonomous fleets quietly cruising the same roads. Locals who spot the spooky MINI can snap a photo, tag @MINIUSA, and possibly see their shot featured on MINI’s social channels.

“Every Halloween, brands dress up for attention. MINI dresses up to make a point,” said Hanna Wittmark, Creative Director at GS&P. “We wanted to remind people that driving a MINI isn’t just transportation—it’s pure joy.”

The campaign taps into MINI’s long tradition of smart, seasonal stunts—from past pranks that celebrated the joy of small cars to this year’s statement on what’s being lost in the age of automation.

So if you’re in LA this Halloween and think you’ve just seen a Waymo… look twice. It might just be MINI reminding the world that the real thrill of driving comes from being behind the wheel, not haunting the passenger seat.

Related: MINI’s Past Halloween Stunts: A Look Back at the Brand’s Best Tricks and Treats

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