Titled Defy Labels, the advertisement is rooted in the fact that everything is labelled, but how those labels are handled is what matters
MINI USA has rolled out a 30-second spot in line with its Super Bowl 50 push set to debut on 7 February 2016. Timed to the Big Game’s third quarter of one of the biggest nights in television advertising, the commercial marks a prominent showcase which will ride on a target of 100 million viewers.
Created by Butler, Shine, Stern & Partners, the spot embraces many the labels the brand has braved over the years with a key message to back it: MINI doesn’t care what you call it. Titled Defy Labels, the advertisement is rooted in the fact that everything is labelled, but how those labels are handled is what matters.
With defiance at its core, the campaign aims to inspire people to shed the labels society has levied and instead define themselves. The carmaker has partnered with an ensemble of athletes and celebrities to start the conversation. The personalities were carefully selected to best represent the spirit of the push.
The execution includes Serena Williams, Abby Wambach, T-Pain, Randy Johnson, Tony Hawk, and Harvey Keitel. Each also filmed a series of long-form interviews sharing their own perspectives about overcoming labels. These are available via a dedicated microsite developed for the campaign.
Additionally, the exercise will feature non-celebrity MINI owners and members of the MINI John Cooper Works racing team, who also choose to be different and break convention. The roll-out entails a mix of television, digital, and social media elements as well as supports the debut of the all-new MINI Clubman.
“Since the first MINI was built in 1959, it has been labelled as one thing or another. This push acknowledges those labels in a very authentic way but shows also that the MINI is more than that. With the launch of the new Clubman, our brand is growing up,” said Tom Noble, Department Head, Brand Communications at MINI.
