BMW-owned (BMW-HM) MINI Cooper is challenging hurtful labels with its new commercial that will air during the Super Bowl.
The ad campaign, created by Butler, Shine, Stern & Partners, is called “Defy Labels” and features a myriad of famous athletes and other celebrities, including tennis star Serena Williams and recently retired soccer play Abby Wambach, who have had to overcome negative labels.
In the ad, the MINI is called a “chick car,” “gay car,” and “short man’s car,” among other things, but it encourages viewers to dismiss what other people say and define it for themselves. BSSP chief creative officer John Butler said in a press release that it’s “all about not letting others define you, or for that matter, what you choose to drive. It’s about never giving others that power over you.”
“Ever since the first MINI was built in 1959, it has been labeled as one thing or another. It’s small. It’s cute,” Tom Noble, the company’s head of brand communications, stated in the release. “This campaign acknowledges those labels in a very authentic way while simultaneously showing people MINI is more than that.”