With just 2 days left until the Super Bowl 50 and with more than 100 million viewers around the world prepare to tune into the game, the companies around the globe prepared with the perfect ads for this event. MINI makes no exception and is unveiling its star-studded 30-second spot, set to air in the third quarter of the year’s biggest night in television advertising.
The ad, created by Butler, Shine, Stern & Partners (BSSP), embraces many of the labels the brand has experienced over the years with a very powerful message: it doesn’t care what you call it. “Defy Labels,” has its roots in the fact that everyone and everything is labeled but how you handle those labels is what matters. The spot includes tennis player Serena Williams, soccer player Abby Wambach, rapper T-Pain, baseball player Randy Johnson, skateboard legend Tony Hawk, and actor Harvey Keitel. Each also filmed a series of long-form interviews sharing their own perspectives about labels that are available on the campaign microsite at MINIUSA.com/defylabels.