Do you need help? Please contact our support team from 9 to 17 CET via support.pressclub@bmwgroup.com.

PressClub USA · Article.

MINI USA HONORS "THE DEFIANTS" IN NEW OLYMPICS CAMPAIGN

Woodcliff Lake, NJ – August 1, 2016…A volleyball player who is a two-time survivor of cancer. A Rugby player who was a “special-ed kid.” A fencer who is Muslim. Meet some of the athletes of this year's U.S. Olympics team who also take center stage in a new campaign by MINI USA. These are "The Defiants."

MINI
·
Brands

Press Contact.

Mariella Kapsaskis
BMW Group

Tel: +1-201-930-3166

send an e-mail

Downloads.

  
Attachments(1x, ~351.49 KB)
  
Photos(18x, ~13.27 MB)

Related Links.

RINGS IN THE OLYMPICS WITH NEW   DEFY LABELS CAMPAIGN

 

Woodcliff Lake, NJ –   August   1, 2016 A volleyball player who is a two-time survivor of cancer. A Rugby player who was a “special-ed kid.” A fencer who is Muslim. Meet some of the athletes of this year's U.S. Olympics team who also take center stage in a new campaign by MINI USA.  These are "The Defiants."

 

The brand has evolved its star-studded “Defy Labels” campaign launched earlier this year to now feature U.S. Olympic athletes. The television spot launches today on the official MINI USA YouTube channel, and focuses on athletes and the labels they’ve overcome to become what they are today. Created by the brand's advertising agency, Butler, Shine, Stern & Partners, it demonstrates the triumph of defiance and controlling one's own destiny. 

 

“We specifically selected these remarkable athletes because they are different. Their stories are not what you would expect,” explained Tom Noble, Department Head, MINI Brand Communications. “In the end, it's not about the labels people give you, it's about who you are and what you overcome. It's about being an individual and creating your own path, something we as a brand know a lot about.  These Olympians and their stories offer important lessons that reveal the power of the human spirit to surprise and inspire." 

 

In addition to the spot itself, the campaign also includes a series of eight unscripted interviews telling honest and revealing stories about how some of the country’s most elite athletes rose from extraordinary circumstances to achieve success in their fields.    The videos were launched on July 21st on MINIUSA.com/DefyLabels.  They star Serena Williams, boxer Claressa Shields, fencer IIbtihaj Muhammad, volleyball player Jake Gibb, boxer Carlos Balderas, rugby player Carlin Isles, weight-lifter Morgan King and swimmer Cullen Jones.

 

“We introduced our Defy Labels campaign during the Super Bowl this year to a great response,” said John Butler, Chief Creative Officer at BSSP. “We have evolved the campaign to focus on the accomplishments of the athletes and to celebrate their ability to overcome outsized challenges."

 

These interviews, bring to light relevant and timely topics existing in society today.  These include, the struggle to overcome depression, the challenges of being a woman Muslim athlete who competes in a hijab, the self-esteem hurdles of being in foster care, and how labels such as immigrant, broken, too small and others, can serve as the impetus of defiance, resilience and success.  

 

The campaign is supported by a corresponding social media component as well as a television commercial that will start airing in advance of the Olympics on August 1st.  BMW Group, the parent company of MINI USA, is a sponsor of the 2016 Olympic Games.

 

Journalist notes: The Defy Labels campaign’s eight long form videos and the television commercial can be viewed and embedded in your stories from the official MINI USA YouTube channel.

 

About MINI in the US MINI is an independent brand of the BMW Group. In the United States, MINI USA operates as a business unit of BMW of North America, LLC, located in Woodcliff Lake, New Jersey and includes the marketing and sales organizations for the MINI brand. The MINI USA sales organization is represented in the U.S. through a network of 126 MINI passenger car dealers in 39 states. MINI USA began selling vehicles in the U.S. in 2002 with the introduction of the MINI Cooper and MINI Cooper S Hardtops.

Article Offline Attachments.

Article Media Material.

My.PressClub Login
 

BMW Group Streaming

THE NEXT 100 YEARS WORLD TOUR - LOS ANGELES.

Follow the transmission of the press conference "Iconic Impulses. The BMW Group Future Experience." in Los Angeles.

Visit the official press streaming portal of the BMW Group. We provide live and on demand streams of the BMW Group free of charge and at first hand.

OPEN PAGE

CO2 emission information.

Fuel consumption figures based on the EU test cycle, may vary depending on the tyre format specified. Further information on official fuel consumption figures, specific CO2 emission values and the electric power consumption of new passenger cars is included in the “Guideline for fuel consumption, CO2 emissions and electric power consumption of new passenger cars", which can be obtained from dealerships and here as PDF.

Latest Facts & Figures.

The All-New BMW X1
Wed Jun 03 00:00:00 CEST 2015
F48
Brands
Corporate sustainability at the BMW Group
Mon Dec 21 16:08:00 CET 2009
Corporate
Show all

Add your filter tags.

Press Release
Press Kit
Speech
Fact & Figures
Updates
Top-Topic
Submit filter
Clear all
 
Sun
Mon
Tue
Wed
Thu
Fri
Sat
 
Login