The Defy Labels campaign has officially kicked off with a commercial on the biggest North American stage there is, Super Bowl 50. The commercial (which we detailed last week) is the beginning of a new campaign by MINI to reposition its cars in the minds of the American consumer. Dogged by the idea that MINIs are too small or worse, the spot helps to recast the car and the brand and (you guessed it) defy those labels via celebrities who have owned the car.
Did it succeed in your eyes? Should MINI be going down another direction? ShoLet us know what you think in the comments below?
You can watch a behind the scenes view of the spot here.