About MINI USAMINI USA is the American subsidiary of MINI, a British automotive brand owned by German automaker BMW. MINI USA markets and sells the MINI family of vehicles, which includes small cars,...
MINI Clubman, a British automotive brand, aired a Super Bowl 2016 TV spot titled 'Defy Labels' featuring renowned tennis player, Serena Williams. The ad campaign aimed to promote MINI Clubman's brand identity as one that defies traditional labels and societal norms.
The one-minute commercial depicts Serena driving a MINI Clubman, breaking expectations with every turn. She is shown in situations where her abilities are challenged, but she confidently rises above them just as the MINI Clubman defies the stereotypes of traditional cars with its exceptional design and performance. The ad campaign aimed to inspire and encourage viewers to break down stereotypes and defy labels.
The concept of the commercial was a reflection of Serena Williams's own life story, where she too broke conventions and defied labels to become one of the most successful tennis players of all time. In the ad, she also showcases her strength and confidence as an athlete, a woman, a daughter, and a mentor.
The MINI Clubman Super Bowl 2016 TV spot, 'Defy Labels,' was a success story for its bold and creative execution. It effectively conveyed the brand message of defying labels, showcasing the power of individuality and breaking down societal norms. The ad continues to be remembered and highly praised by viewers and advertisers alike for its refreshing take on challenging stereotypes.
MINI Clubman Super Bowl 2016 TV commercial - Defy Labels Feat. Serena Williams produced for MINI USA was first shown on television on February 6, 2016.
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