Mini is looking to "defy labels" with a new commercial that will air during the third quarter of the Super Bowl.
Set to be seen by more than 100 million people around the world, the 30 second spot features a number of different athletes and celebrities including Serena Williams, Abby Wambach, T-Pain, Randy Johnson, and Tony Hawk.
The campaign is rather blunt and embraces many of the "labels the brand has experienced over the years." These include being called a "chick car," a "gay car," and "small." The ad then shows the Mini Clubman and Harvey Keitel saying "This car doesn't care what you call it."
Mini says the ad was created to inspire people to shed the labels society has given them so they can define themselves. As Mini Brand Communications boss explained “Ever since the first Mini was built in 1959, it has been labeled as one thing or another. This campaign acknowledges those labels in a very authentic way while simultaneously showing people Mini is more than that."
Tom Noble went on to say the Mini is "growing up" and becoming more sophisticated so now is the right time to "reset the conversation.”