Super Bowl Sunday is a-comin’ but MINI just couldn’t wait, and has released its ad early, complete with a host of superstars.
The spot is titled ‘Defy Labels’, and features tennis champ Serene Williams, former soccer player Abby Wambach, rapper T-Pain, former baseball player Randy Johnson, skater Tony Hawk, and actor Harvey Keitel.
Each celeb has their time in the sun, standing in front of a Mini and giving it a label that does not really go with the car, and irony playing a big part.
The 30-second video will air in the third quarter of the big game on Sunday.
“Ever since the first Mini was built in 1959, it has been labelled as one thing or another. It’s small. It’s cute,” MINI head of communications Tom Noble said, per Business Insider.
“This campaign acknowledges those labels in a very authentic way while simultaneously showing people MINI is more than that. With the launch of the new Clubman, our brand is growing up, our products are more sophisticated, and it’s time to reset the conversation.”
There are also long-form interviews with each of the stars featured in the ad, discussing how they have pushed past labels in their own lives to achieve great things.
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