Mini has declared Aug. 26  “Wave to Friends,” or “WTF day,” in a move to resuscitate the tradition of Mini drivers waving to each other on the road. The so-called “Mini wave”—which amounts to a physical expression of brand loyalty— has fallen out of style of late.

“We believe that MINI is the only car that comes standard with friends,” Mike Peyton, who holds the title of chief motorer and VP at Mini of the Americas, stated in a press release. “This initiative is designed to renew that friendly and welcoming spirit and show our MINI owners how many other MINI friends they have out on the road.”

Of course, the acronym is a double entendre, commonly used to abbreviate an expletive phrase that starts with “what the...” Mini says that while the “Mini wave” was once standard practice for drivers, it’s become less common, leaving some drivers to wonder “WTF” when a fellow Mini drives by without acknowledgment. By giving the gesture its own holiday, the brand hopes to bridge this gap between wavers and non-wavers, instilling a greater sense of community among Mini owners across the country.   

The “Mini wave” has spawned discourse for years, from blog posts to Reddit inquiries on the r/Mini thread. Drivers question whether or not to wave to their fellow Mini owners, though many respondents feel strongly about the importance of the wave, others lament rarely having the gesture reciprocated. As Reddit user Happler said: “I always wave. Although I often do not get waved back to here in Colorado. Heck, I even catch myself waving to MINI's when I am in the wife's minivan.”

The campaign debuts today across the company's social platforms. This includes several images telling drivers to “Be a Waver” and that “The only wrong wave is no wave,” as well as a 15-second video. 

“Wave To Friends Day” is the newest of several holidays and events the Mini brand has coined, including “Mini Takes The States” and “Mini Together” summer road rallies for Mini drivers. 

The BMW Group reports that the Mini brand sold 9,340 vehicles in the U.S. in the second quarter, up 76.6% compared with year-ago results.