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MINI „Defy Labels“ Campaign. MINI declares defiance in star-studded Super Bowl ad.

As more than 100 million viewers around the world prepare to tune into the Super Bowl on February 7, MINI is unveiling its star-studded 30-second spot, set to air in the third quarter of the year’s biggest night in television advertising. The ad is already available on the campaign’s microsite at MINIUSA.com/defylabels.

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Woodcliff Lake, NJ. As more than 100 million viewers around the world prepare to tune into the Super Bowl on February 7, MINI is unveiling its star-studded 30-second spot, set to air in the third quarter of the year’s biggest night in television advertising. The ad is already available on the campaign’s microsite at MINIUSA.com/defylabels.

 

The ad, created by Butler, Shine, Stern & Partners (BSSP), embraces many of the labels the brand has experienced over the years with a very powerful message: it doesn’t care what you call it. “Defy Labels,” has its roots in the fact that everyone and everything is labeled but how you handle those labels is what matters. With defiance at its core, the campaign inspires people to shed the labels society has placed upon them and instead define themselves.

 

“Ever since the first Mini was built in 1959, it has been labeled as one thing or another. It’s small. It’s cute,” said Tom Noble, department head, MINI Brand Communications, MINI USA. “This campaign acknowledges those labels in a very authentic way while simultaneously showing people MINI is more than that. With the launch of the new Clubman, our brand is growing up, our products are more sophisticated, and its time to reset the conversation.”

 

The brand worked with an ensemble cast of athletes and celebrities to help start that conversation. Staying true to the nature of the campaign, MINI wanted to include personalities that had a relationship to the brand and could also speak authentically about the topic of overcoming labels. The spot includes tennis player Serena Williams, soccer player Abby Wambach, rapper T-Pain, baseball player Randy Johnson, skateboard legend Tony Hawk, and actor Harvey Keitel. Each also filmed a series of long-form interviews sharing their own perspectives about labels that are available on the campaign microsite at MINIUSA.com/defylabels.

 

In addition to the celebrities and athletes listed above, the “Defy Labels” advertisement will feature non-celebrity MINI owners and members of the MINI John Cooper Works racing team, who also choose to be a bit different and break convention.

 

“This powerful concept leverages the brand’s new sophisticated positioning, with a little bit of the MINI attitude that’s always been there,” said John Butler, chief creative officer, BSSP. “It goes beyond a typical celebrity endorsement. This creative is all about not letting others define you, or for that matter, what you choose to drive. It’s about never giving others that power over you."

 

 

 

If you have any questions, please contact:

 

BMW Group Corporate Communications

 

Bernhard Ederer

Business and Finance Communications, Spokesperson Marketing and BMW Welt

Phone: +49-89-382-28556

E-Mail: Bernhard.Ederer@bmwgroup.com

The BMW Group

With its three brands BMW, MINI and Rolls-Royce, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. As a global company, the BMW Group operates 30 production and assembly facilities in 14 countries and has a global sales network in more than 140 countries.

 

In 2015, the BMW Group sold approximately 2.247 million cars and nearly 137,000 motorcycles worldwide. The profit before tax for the financial year 2014 was approximately € 8.71 billion on revenues amounting to € 80.40 billion. As of 31 December 2014, the BMW Group had a workforce of 116,324 employees.

 

The success of the BMW Group has always been based on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy.

 

www.bmwgroup.com

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CO2 emission information.

Fuel consumption, CO2 emission figures and power consumption were measured using the methods required according to Regulation VO (EC) 2007/715 as amended. They refer to vehicles on the automotive market in Germany. For ranges, the NEDC figures take into account differences in the selected wheel and tyre size, while the WLTP figures take into account the effects of any optional equipment.

All figures are already calculated on the basis of the new WLTP test cycle. NEDC values listed have been calculated back to the NEDC measurement procedure where applicable. WLTP values are used as a basis for the definition of taxes and other vehicle-related levies that are (also) based on CO2 emissions and, where applicable, for the purposes of vehicle- specific subsidies. Further information on the WLTP and NEDC measurement procedures is also available at bmw.de/wltp.

For further details of the official fuel consumption figures and official specific CO2 emissions of new cars, please refer to the following web site www.dat.de.

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