MINI has released its commercial for this year’s Super Bowl. Unlike other spots, this one follows a serious note and wants to address the issue of labels that MINI owners often face.
MINI has commissioned the Butler, Shine, Stern & Partners agency to deliver a powerful message regarding the labels the owners of MINI cars have heard regarding their vehicle of choice.
The company’s latest Super Bowl commercial does away with the brand’s usual British humor and other shenanigans and prefers to deliver a compelling message: MINI does not care what you call its cars.
The latest ad from MINI is called Defy Labels and features several celebrities from various fields, who endorse the brand through their simple presence near one of the models and by embracing one of the stereotypes wrongly used to describe MINI owners.
The British company has chosen to show this commercial to over 100 million viewers around the world on February 7 to reset the conversation. MINI wants to promote the current Clubman, its most sophisticated product of a brand that is “growing up.”
We are not sure what MINI means by “growing up,” but if it includes ditching its sense of humor for seriousness for life, we’d be disappointed. The British company is known for its marketing stunts and its daring sense of humor. However, courage does not only mean making jokes about anything but also addressing pressing issues. Especially those that include things some people say about the cars the company manufactures, or about the people who buy them.
Each brand has its stigma, caused either by one or a few models gone wrong sometime in history, an uninspired name or advertising campaign, or simply by the look of their vehicles. In the case of MINI, the British brand has been labeled by public voice since 1959. It started out as “small,” and “cute.”
Eventually, MINI decided it was time to say enough is enough and embraced all the names to show that the brand and the cars they make are more than that. This is not the first time a carmaker boldly embraces the stereotypes referring to its products, so let's wait and see how this pans out.
Sebastian's love for cars began at a young age. Little did he know that a career would emerge from this passion (and that it would not, sadly, involve being a professional racecar driver). In over fourteen years, he got behind the wheel of several hundred vehicles and in the offices of the most important car publications in his homeland. Full profile
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