Spot the Difference
It fits into the subset of product feature and unique selling proposition. This ad focuses on the differences between Mini and its competition. The Mini has over 200 customizable parts while others do not. It is definitely unique to the brand because I have never heard of a car that has over 200 customizable parts. I have also never seen a car compare to an elephant, which falls under the unique selling proposition subset. It tells the consumer that they should buy a Mini because its the only car you can make completely your own.