The ads were created specifically for small space executions, and played off of the Mini's impressive handling, safety, and agility features. One execution, for instance, shows a Mini on the upper left hand corner of the page making a turn and shows 'skid marks' over the ads in the other 3 corners with the headline 'Let’s Take a Victory Lap'. Another was an overhead view of the Mini 'crashing' into the ad below while touting its four-star crash-test rating.

During the first few weeks of the campaign, Colin Mathew was barraged with emails demanding an explanation for his actions. In fact, the website received over 3,000,000 hits and 200,000 unique visitors in the first three weeks alone. This all contributes to helping turn MINI into an American icon and surpassing sales goals so far in 2004.