Mini Goes Big in Frankfurt

I’m not sure what to think of the Mini Clubman projection in Frankfurt. My initial thought was, would this be cool without a soundtrack? And I think the answer is no. The brand message takes far too long being communicated and I’m not sure why they choose to use sideways type when people are already going to be craning their necks back to see the ad. This seems like an over enthusiastic attempt to show off projection capabilities.