MINIUSA is launching the largest advertising campaigns in its history with the new Defy Labels campaign. Quietly launched earlier this week the idea behind Defy Labels is to push people to see beyond stereotypes and labels associated with the MINI. Helping to deliver this message will be a series of celebrities and athletics who have overcome (sometimes by embracing) their own labels.
The group includes tennis star Serena Williams, soccer great Abby Wambach, former major league pitcher Randy Johnson, skateboarder Tony Hawk, the actor Harvey Keitel and T-Pain the rapper. The rather motley crew all has owned MINIs in the past and thus have a fairly convincing story to tell in relation to the car.
The campaign will culminate in a 30 second 3rd quarter Super Bowl spot.