MINI’s Defy Labels Commercial Debuts at the Super Bowl to Positive Reviews
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.
<p>“commercial on the biggest stage there is, Super Bowl 50”. Well the biggest sport stage there is (in the World) really is the World Cup (the other – real football) . More people watch the WC than the Super Bowl around the world. :-)</p>
<p>Point here is that it’s the largest stage in North America</p>
<p>Gabe, I know, that’s why I included the smile
and . Gotta start Monday off with a little levity.</p>
<p>Cheers</p>
<p>I’ve seen several “best and worst” lists for ads during the Super Bowl and the MINI ad isn’t mentioned on any of them. It’s like nobody noticed or it didn’t stick in anyone’s mind.</p>
<p>I’ve actually seen it on some lists that rated it high. I feel MINI is a bit lost with what they want to be and where to take their products. They reek a bit of trying to hard and wanting to appeal to “everyone”. Which is COMPLETELY opposite to their culture.</p>
<p>A great idea that was poorly executed.
Nobody wants to hear that their MINI is “Gay”</p>
<p>That was kinda the point of the commercial, that it isn’t a “gay” car…</p>
<p>I bet there’s a not insignificant portion of the population out there that’d be perfectly fine with their car being called “gay”.</p>
<p>I absolutely love the commercial, as well as, the whole “Defy Labels” campaign. The point of this message is about all the labels we as individuals have faced a time or two in life and overcoming it. MINI has been labeled a small car, a gay car, a slow car, etc. BUT, anyone that owns a MINI or has driven a MINI knows these labels are false. I think it’s an empowering commercial. It inspires me to love the brand MINI even more. I drive a hardtop 2 door Cooper, my fiancee drives a Clubman, my sister drives a Countryman S, my best friend and his husband drive a Clubman S… I could go on and on. Yes, I work for a MINI dealership, but I can honestly say, I will drive a MINI until I can no longer push my foot to the floor.</p>
<p>1st thing I thought about this ad, which was also mentioned in this week’s WR Radio, was “Hey that’s a grown up version of ‘Not Normal’ concept.” I think that makes sense, and executed reasonably well.</p>