In the U.S., where big cars and trucks rule the road, MINI has a reputation for being a “small” car, “chick” car, and a “gay” car amongst others. Many don’t know MINI has a range of car sizes and types, only thinking of the brand as the original two-door hardtop. So, with this campaign, our aim was to dispel the misperceptions and labels of MINI – and those in general. Because no one can define you. Only you can do so. We featured international celebrities such as tennis star Serena Williams and actor Harvey Keitel but also more U.S. centric celebs like Randy Johnson (Hall of Fame Baseball pitcher), Tony Hawk (Skateboard legend/entrepreneur), and T-Pain (Hip Hop star). They were chosen because of the labels they help shatter as MINI owners – and also because of the labels they’ve defied in their personal lives.

Small. Cute. Chick car. MINI has been called a lot of things over the years. We set out to change those perceptions and reposition the brand, starting with the new Clubman – the biggest, most refined MINI yet. We launched our effort in the Super Bowl, embracing all of these labels and abruptly turning them on their head. And we did so with the help of some well-known MINI owners who’ve defied their own set of labels — Serena Williams, Harvey Keitel, Randy Johnson, Tony Hawk and T-Pain. Crucial to the concept was ensuring that the use of celebrities was authentic and not gratuitous – they had to be real owners who defy the pervasive MINI labels. From there, we launched a broader campaign in social media about defying labels and stereotypes in general – an idea much bigger than selling cars. Because those who defy labels, define themselves.

40MM online views of the spot

#2 most watched SB spot on YouTube's AdBlitz

#2 on Auto News Viral Video chart

450MM+ Earned media impressions including 80+ online/print articles and 4 National Broadcast segments

500% lift in Social Mentions

100% lift in Social Conversations

#1 Auto Brand discussed on Twitter during campaign

91K total visits on Super Bowl Sunday (82K were new to the brand)

16.1K configurator starts

580,000 views of six Super Bowl celeb long form interviews